An exploration of marketing tactics for turbulent environments

Roger B. Mason (Department of Marketing, University of Wolverhampton, Wolverhampton, UK Durban University of Technology, Durban, South Africa)
Gavin Staude (Rhodes Investec Business School, Rhodes University, Grahamstown, South Africa)

Industrial Management & Data Systems

ISSN: 0263-5577

Publication date: 13 March 2009

Abstract

Purpose

The purpose of this paper is to propose that the choice of marketing tactics is influenced by the company's external environment. It aims to illustrate the marketing tactics suggested for a complex, turbulent environment, when marketing and the environment are viewed through a complexity lens.

Design/methodology/approach

A marketing mix model, derived from complexity literature, was assessed via a multiple case study to identify the type of marketing mix suggested for a complex, turbulent environment. The study was exploratory, using in‐depth interviews with two companies in the IT industry.

Findings

The results tentatively confirmed that the more successful company used a destabilizing marketing mix, and suggest that using complexity theory to develop marketing tactics could be helpful in turbulent environments.

Research limitations/implications

The findings are limited by the study's exploratory, qualitative nature and the small sample. Generalizing should be done with care and therefore further research with larger samples and in different environments is recommended.

Practical implications

The paper will benefit marketers by emphasizing a new way to consider future marketing activities of their companies. The model can assist marketers to identify the tactics to use, dependent on the nature of their environment.

Originality/value

Most work on complexity in marketing has concentrated on strategy, with little emphasis on tactics and the marketing mix. Therefore, the paper is an important contribution to the understanding of marketing mix choices, of interest to both practising marketers and marketing academics.

Keywords

Citation

Mason, R.B. and Staude, G. (2009), "An exploration of marketing tactics for turbulent environments", Industrial Management & Data Systems, Vol. 109 No. 2, pp. 173-190. https://doi.org/10.1108/02635570910930082

Download as .RIS

Publisher

:

Emerald Group Publishing Limited

Copyright © 2009, Emerald Group Publishing Limited

To read the full version of this content please select one of the options below

You may be able to access this content by logging in via Shibboleth, Open Athens or with your Emerald account.
To rent this content from Deepdyve, please click the button.
If you think you should have access to this content, click the button to contact our support team.