Counterturbulence marketing

by A. Coskun Samli

"Since the U.S. economy has been plagued recently by a deep and long recession, this unique book has a particularly important message. It takes the position that a proactive marketing strategy can protect the firm from the adverse impact of market turbulence. The author makes the case that the firm must revise its orientation toward being more marketing oriented, and then must develop a counterturbulence marketing strategy that is coined in this book as "value marketing." Since turbulence in the American market is expected to intensify, it is expected that this book's contribution will be specific and significant. In order to implement a successful value marketing plan, the firm must be extremely sensitive to market changes and must be able to counteract these within a very short period of time.^ If the firm can detect changes early and can swiftly counteract these changes with a value marketing plan, then its chances to survive and prosper are enhanced." "After reviewing briefly the c