The concept of a marketing crisis

Journal of the Academy of Marketing Science · 1988 · Volume 16 · Issue 2

Abstract

Numerous marketing crises have gained media attention in recent years. The author examines the development of the concept of the crisis by political scientists, sociologists, and organizational theorists. Upon this base, a tentative definition for the marketing crisis is developed and a number of implications are drawn. Furthermore, the author suggests some directions for future research into the area of marketing crises.

Keywords

Marketing, Threat Level, Political Crisis, Crisis Response, Marketing Environment

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