The purpose of this essay is to analyze and understand the effects that a recession can have on a company’s marketing department. In times of a recession most companies have less means to promote their products to their target market and to build their brand. This means that cutting the marketing budget will show some effects on today’s way of marketing. I want to highlight some key aspects when it comes to marketing in a world of change, amongst these aspects are how does companies work with service management and is there a need to constant renewal of the servicescape? Is marketing in a recession more accurate when companies no longer can be “fat and lazy” but instead have to cut expenses and make cost efficient marketing efforts? This essay is based on a qualitative method where seven people have been interviewed about their point of views on the subject. The interview objects have been selected to participate in this essay because of their specific knowledge about the subject in question.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:hik-2057 |
| Date | January 2009 |
| Creators | Lindberg, Marcus |
| Publisher | Högskolan i Kalmar, Handelshögskolan BBS |
| Source Sets | DiVA Archive at Upsalla University |
| Language | Swedish |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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