Ten Lessons Learned from 2009
Jenny Darroch provides an overview of the 10 lessons learned from marketing through the recession of 2009, which she has captured in her latest book Marketing Through Turbulent Times.
The lessons are broken into three themes:
- “ Hope is Not Enough”: some guiding principles for marketing through turbulent times
- Growth through excellent execution of the current marketing strategy
- Growth by pushing product-market boundaries using the Problems-Solutions™ Framework, a four stage framework to help structure idea generation and development.
Jenny Darroch is on the faculty at the Peter F. Drucker School and Masatoshi Ito Graduate School of Management where she teaches marketing strategy to MBA and executive MBA students. Because Darroch teaches only post-experience students she is adept at drawing from research and theory in order to solve practical marketing problems in a common sense no-nonsense way.
Prior to joining the Drucker School, Darroch was the director of Entrepreneurship and associate professor in Marketing at the University of Otago, New Zealand
Darroch is a thought leader in marketing strategy with a special emphasis on marketing strategies that generate growth. An accomplished author, she combines her interest in marketing, entrepreneurship and innovation in her research program. Her new book Marketing Through Turbulent Times, published by Palgrave Macmillan, examines the context of the current recession, reminds managers what it means to execute excellent marketing strategy and then outlines the Problems-Solutions framework as a way of generating growth.
Her publications have appeared in leading journals such as the European Journal of Marketing, Journal of Business Ethics and the Journal of Small Business Management. She recently co-edited (with George Day and Stan Slater) a special issue of the Journal of the Academy of Marketing Science: A Tribute to Peter Drucker in 2009.
A regular contributor to Huffington Post, you will find Jenny's blog at: http://www.huffingtonpost.com/jenny-darroch See also: www.MarketingThroughTurbulentTimes.com