Please use this identifier to cite or link to this item: http://hdl.handle.net/10321/1097
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dc.contributor.authorMason, Roger Bruce-
dc.date.accessioned2014-07-15T08:50:39Z-
dc.date.available2014-07-15T08:50:39Z-
dc.date.issued2014-04-
dc.identifier.citationMason, R.B. 2014. Marketing Communications and Environmental Turbulence: A Complexity Theory View. Journal of Economics and Behavioral Studies, 6(4): 279-290.en_US
dc.identifier.issn2220-6140-
dc.identifier.urihttp://hdl.handle.net/10321/1097-
dc.description.abstractThis paper investigates how the choice of different marketing communications activities is influenced by the nature of the company’s external environment, when viewing the environment through a complexity theory lens. A qualitative, case method, using depth interviews, investigated the marketing communications activities in four companies in order to identify the promotional activities adopted in more successful firms in turbulent and stable environments. The results showed that the more successful company, in a turbulent market, subtly uses some destabilizing promotional activities but also makes use of some stabilizing promotional activities. This paper is of benefit by emphasizing a new way to consider promotional activities in companies.en_US
dc.format.extent12 pen_US
dc.language.isoenen_US
dc.publisherInternational Foundation for Research & Development (IFRD)en_US
dc.relation.ispartofJournal of economics and behavioral studies-
dc.subjectPromotionsen_US
dc.subjectMarketing communicationsen_US
dc.subjectAdvertisingen_US
dc.subjectComplex theoryen_US
dc.subjectTurbulenceen_US
dc.subject.lcshPromotionsen_US
dc.subject.lcshCommunication in markertingen_US
dc.subject.lcshAdvertisingen_US
dc.subject.lcshTurbulenceen_US
dc.titleMarketing communications and environmental turbulence : a complexity theory viewen_US
dc.typeArticleen_US
dc.publisher.urihttp://ifrnd.org/Research%20Papers/J6%284%292.pdfen_US
dc.dut-rims.pubnumDUT-004024en_US
item.languageiso639-1other-
item.fulltextWith Fulltext-
item.grantfulltextopen-
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