Providing marketing model in recession conditions

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Farahani Azad Farzaneh; ALIGHOLI MANSOUREH; NEMATIZADEH SINA

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Journal: Financial Economics Year:2022 | Volume:16 | Issue:58 Page(s): 71-92

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Information Journal Paper

Title

Providing marketing model in recession conditions

Author(s)

Farahani Azad Farzaneh | ALIGHOLI MANSOUREH | NEMATIZADEH SINA | Issue Writer Certificate

Keywords

Economic situation

marketing

strategy

recession

Abstract

The purpose of this research is to provide a marketing model in recession conditions. The results of this study indicate the extraction of 6 main dimensions and 21 pivotal components which are in the form of a paradigm model including marketing proportional to recession conditions as a pivotal category and causal conditions (payments and bonuses during recession, economic and competitive situation during recession, rapid environmental changes during recession period and internal and external environmental conditions), underlying factors (the company's position in the market during recession, customer recognition and needs). They were in recession, creativity in marketing during the recession and marketing mix during the recession), interventionist conditions (increasing market share during the recession period, financial and human factors during the recession period, distribution channels and marketing network during the recession), strategies (differentiation strategy, cost strategy, contraction strategy and development strategy) and outcomes (continuation of customer relationship during recession, development of skills and creativity of enterprises and proper use of resources in the period stagnation) has been achieved.

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APA: Copy

Farahani Azad, Farzaneh, ALIGHOLI, MANSOUREH, & NEMATIZADEH, SINA. (2022). Providing marketing model in recession conditions. JOURNAL OF FINANCIAL ECONOMICS (FINANCIAL ECONOMICS AND DEVELOPMENT), 16(58 ), 71-92. SID. https://sid.ir/paper/958123/en

Vancouver: Copy

Farahani Azad Farzaneh, ALIGHOLI MANSOUREH, NEMATIZADEH SINA. Providing marketing model in recession conditions. JOURNAL OF FINANCIAL ECONOMICS (FINANCIAL ECONOMICS AND DEVELOPMENT)[Internet]. 2022;16(58 ):71-92. Available from: https://sid.ir/paper/958123/en

IEEE: Copy

Farzaneh Farahani Azad, MANSOUREH ALIGHOLI, and SINA NEMATIZADEH, “Providing marketing model in recession conditions,” JOURNAL OF FINANCIAL ECONOMICS (FINANCIAL ECONOMICS AND DEVELOPMENT), vol. 16, no. 58 , pp. 71–92, 2022, [Online]. Available: https://sid.ir/paper/958123/en

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