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Crisis Marketing, 2nd Ed.
When Bad Things Happen to Good Companies
Publisher: NTC, 1997
ISBN: 0-8442-3237-8
Synopsis:
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Table of Contents:
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- Preface
- Creating Marketing Relationships: Understanding the People Business
- Defining a Plan, Building a Business — It All Begins with Trust
- Building Trust … Again: Reacting to Crisis
- Timing Is Everything … Or Is It? Doing Business During a Crisis
- Creating a Marketing Strategy
- The Value of Market Research
- The Marketing Plan
- Determining Which Way to Go: Different Aspects of Marketing and How to Make Them Work
- Marketing Ethics — In or Our of a Crisis
- A Crash Course in Crisis Marketing
- The Marketing Process in Brief
- The Crisis Marketing Casebook
- The Difference Between Right and Wrong in a Crisis
- A Person, Product, and a Brand Named Trump
- Dick Morris: Crisis? What Crisis?
- The Corner Gas Station and a Tale of Two (or More) Oil Companies
- The Luxury of Fur … It's Not Like It's a Steak
- Images, Passion, Controversy, Social and Moral Objections … All for Only About $2 A Pack
- You Think You've Got a Headache? Johnson & Johnson Knows Just How You Feel
- Pepsi Shows Quality Under Pressure
- When People Stopped Listening to What Used to Be E. F. Hutton
- This Time Pretend I'm Not Lying
- Please Stand By: The Information Superhighway Seems to Have Temporarily Disappeared
- First They Turned Green, Then Realistic
- Appendix I: Sources and Resources
- Appendix II: Bibliography and References
Reviews:
Crisis Marketing
Rating: ********* (Outstanding)
Excellent book about risk management from a marketing and PR perspective.