Purpose: This paper is based on the proposition that the choice of marketing tactics is determined, or at leastsignificantly influenced, by the nature of the company’s external environment. It aims to illustrate the type of marketingmix tactics that are suggested for a complex and turbulent...

Metadata only

This paper considers the adoption of an entrepreneurial orientation as a paradigm for companies operating in a complex and turbulent environment, viewing the environment as a complex and turbulent system in terms of chaos theory. Approaches suggested by chaos theory are compared with the...

Research paper

Word-of-mouth advertising involves activities to encourage consumers to talk about a product or company to friends and neighbours, setting in motion a chain of communication that could spread through a whole market. Each activity, itself small and relatively unimportant, could escalate through...