MARKETING IN A DOWNTURN
Marketing in Difficult Times: Precisely Effective
-- Donald E Sexton
When you market in difficult times, you must pay even more attention to each of your
marketing decisions. In good economic times, you have some leeway to make mistakes, the margin for error
is much smaller in not so good economic times. In particular, you must be precise in your choice
of target markets and positioning and efficient in your tactics such as communication and
distribution. Your first priority is your current customers.
©2009 Donald E Sexton. All Rights Reserved.
MARKETING IN A DOWNTURN
Marketing in Bad Time: Become a Consultant
-- CJ Hayden
Professionals who have built successful long-term businesses have learned that continuing
to market pays off in both the best of times and the worst of times. But you may not be able to
produce new results by marketing in the same old way. Here are six suggestions for how to keep
your marketing up when the overall business climate is down.
©2009 C.J. Hayden. All Rights Reserved.
MARKETING IN A DOWNTURN
Marketing, PR and Slowdown: Stay Connected
-- J S Sai
PR, including word-of-mouth and digital communications, is the most effective business tool
that serves corporate objectives like marketing and funding. What is more, it is known for its
cost effectiveness. In other words, PR helps corporates connect better, at a lower cost, with
their stakeholders.
©2009 J.S. Sai. All Rights Reserved.
MARKETING IN A DOWNTURN
Marketing in A Downturn: Leadership Strategies
-- William Lamb and Dr. Paul Carr
Marketing in a downturn economy poses a bevy of potential threats to the executive of today.
The potential for marketing (and leaders in general) has undoubtedly taken on a new meaning in
an economy that has been increasingly described as being tanked. One premise of this article is
to offer some hope for today's executives as well as organizational leaders as they attempt to
navigate the permanent white water that Peter Vaill described in 1996. This article attempts to offer
some additional perspectives related to marketing in a downturn economy.
© 2009 IUP. All Rights Reserved.
MARKETING IN A DOWNTURN
Pricing in the Downturn: Look for the Right Price
-- Sylvain Duranton and Jean-Manuel Izaret
It is critical for companies to refresh and clarify their pricing stance. And the stakes are high –
we know a 1% price change can add up to 10% to the bottom line. We believe this is one single
area where senior management should be spending disproportionate time. Applying some of
the strategies described in the article will be a critical component to surviving and thriving right now.
©2009 Jean-Manuel Izaret and Sylvain Duranton. All Rights Reserved.
MARKETING IN A DOWNTURN
Marketing Warfare: Increase the Throttle
-- Alan Rosenspan
Success will go to those companies that can stay the course; adapt when necessary; keep
and attract new customers; and invest intelligently in their marketing programs. In addition, we're
all going to have to be more creative with our marketing than ever before. A very innovative way to
take advantage of the bad economy was done by a marketing agency in Massachusetts. They came
up with a song called "Let's All Blame the Marketing Director" and sent the words and music
to marketing directors across the country.
© 2009 IUP. All Rights Reserved.
MARKETING IN A DOWNTURN
Consumer Behavior in a Recession: They Aren't Alone !
-- Philip Graves
Social psychology and neuroscience have revealed that many of the most significant aspects
of consumer behavior happen at an unconscious level. Understanding why and how
consumer behavior changes when times get hard can help businesses to survive and even prosper in
an economic downturn.
©2009 Philip Graves. All Rights Reserved.
MARKETING IN A DOWNTURN
The Past and Present Influence of Knowledge on Leadership: The Happening Future
-- Alex and David Bennet
Knowledge has turnedand continues to turnthe role of leadership upside down. This
extensive treatment (historical and current) of the changing relationships of leadership and knowledge
is intended to serve as a reference for leaders at all levels of the organization.
©2009 by Alex and David Bennet with usage, printing, translation and distribution rights in India given to IUP. In the
spirit of collaborative advantage, with attribution, any part of this paper may be copied and distributed freely.
INTERVIEW
-- Richard Rawlinson
Every marketer has to balance marketing and margins, and it is simply a
manifestation of the age-old trade-off between tomorrow and today. The key question is
whether your investment today in margin foregone gives you more benefits tomorrow,
and that in turn depends essentially on the growth of the market and whether you
can keep or extend your competitive position
INTERVIEW
-- Martin Lindstrom
Don't cut your prices – research shows that by discounting your brand during
a recession it will take you seven years to recover your original price level. Focus
on your brand strengths (real not imagined!), and emphasize the heritage and
classic/traditional values while the crises on people tend to go back to the memories of
the good old days. |
