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| List of Illustrations | |
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| Foreword | |
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| Preface | |
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| About the Author | |
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| Introduction | |
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| The Context | |
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| The Consumers' Perspective | |
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| Living in a Democracy | |
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| [Potential] Problems with the US Model | |
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| Add to That a Recession | |
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| The Consumer Response: Combining Hopefulness with Hopelessness | |
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| Links to Depression | |
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| External Changes Imposed upon Consumers | |
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| Is Permanent Change Likely to Happen? | |
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| Before Change Can Occur, Consumers Need to Feel Empowered | |
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| Conclusions | |
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| Social Media: Giving a Voice Back to the People | |
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| Social Media and Democracy | |
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| The Future | |
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| Conclusions | |
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| Staying Focused | |
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| Hope Is Not Enough: Some Guiding Principles for Marketing through Turbulent Times | |
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| Remember, Customers Are the Reason You Are in Business | |
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| But Understand the Profitability Of Customers | |
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| Empathize with Customers | |
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| Now Is the Hour: Be Decisive | |
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| Be More Accountable: Demonstrate Return on [Marketing] Investment over the Short and Long Term | |
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| Conclusions | |
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| Marketing through Turbulent Times: Growth through Excellent Execution | |
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| How Did Organizations Respond in the 1980s? | |
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| How Not to Grow | |
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| Growth 101 | |
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| Conclusions | |
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| Pushing the Boundaries | |
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| Pushing Product-Market Boundaries: What Is a Market? | |
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| Economics | |
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| Early Definitions of Marketing | |
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| Industrial Organization Economics and Market Segmentation | |
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| Criticisms of Market Segmentation | |
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| Conclusions | |
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| Pushing Product-Market Boundaries by Pursuing Growth Opportunities and Creating New Markets | |
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| You Have a Problem - Now Give Me Some Ideas for a Solution and I'll See What We Can Do | |
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| You Have a Problem - We'll Brainstorm It and Come Up with a Solution for You | |
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| We Have a Solution - This Will Solve Your Problem | |
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| We Have a Solution - Now We're Going to Tell You What Your Problem Is | |
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| And the Organization Diversifies | |
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| Diversification as a Deliberate Strategy | |
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| Conclusions | |
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| Risks, Benefits, and Other Things | |
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| Generating Growth - The Risks | |
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| The Dangers with Creating New Products and New Markets | |
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| Adoption | |
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| Markets That Don't Exist Can't Be Analyzed | |
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| What Business Are You in? | |
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| Ethical Concerns | |
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| Conclusions | |
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| Generating Growth - The Benefits of Being First | |
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| Consumer Based First Mover Advantages | |
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| Other First Mover Advantages | |
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| First Mover Disadvantages | |
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| What Did Leaders Do? | |
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| Where do Ideas Come from and How to Manage Ideas from Within the Organization | |
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| Where Do Ideas Come from? | |
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| Looking Inside the Organization for Ideas | |
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| Knowledge Management | |
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| Conclusions | |
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| Conclusions | |
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| Notes | |
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| References | |
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| Index | |