The Library provides full text access to a selection of key business and reference eBooks from leading publishers. eBooks are available to logged-in ICAEW members, ACA students and other entitled users.
Emerging trends, threats and opportunities in international marketing: what executives need to know
The book is composed of a series of marketing research articles, loosely grouped under four headings: marketing and PR in an uncertain world, competition from emerging international markets, global sourcing and supply chain, and marketing challenges engendered by current events. This last section covers brand management, trade and terrorism, and marketing in the wake of financial crisis.
Honing the art of frugal innovation
How to do more with less while still improving customer experience. Topics discussed include sustainability, the relevance of partnerships, and the boost of the new revenue streams in stagnant markets.
The UK's shopping centres proved remarkably resilient during the tough times of the recession. Noella Pio Kivlehan looks at what has kept them going.
Keys to success: how to effectively rebrand during a recession
Businesses should view a recession as an opportunity to grow or reinvent their brands instead of just waiting for the recession to end.
Recession-proof your business
Public accounting firms can use publicity to keep current and prospective clients aware of their presence.
Hey, little spender
Small firms have been reducing their marketing expenditure to cope with the recession.
Keep calm and carry on marketing
White paper on marketing in a recession published by the Chartered Institute of Marketing (CIM) in 2009. The paper argues that those organisations that increase and hone their marketing spend in a recession are those who emerge strongest when recovery comes.
Marketing in a downturn: lessons from the past
Article by Peter Field for the Marketing Society, originally from August 2008 .
Marketing your way through a recession
Article by Professor John Quelch of Harvard Business School, published on March 3 2008, which discusses eight factors companies should bear in mind when making their marketing plans.
Marketing after the recession
Article by Professor John Quelch of Harvard Business School, published on March 18 2009, with recommendations for marketers looking to plan ahead after the recession.
Reading room - marketing in a downturn
A selection of articles from the advertising and marketing company WPP
Marketing and sales
Articles, books and online resources from the ICAEW Library & Information Service on marketing and sales including brand management, customer relations and marketing plans and strategy