Strategic considerations -- Challenges and opportunities -- The myth of spending your way out of a recession -- Survivor: aligning marketing strategies with the emerging operating environment -- Exploiter: strategies that deliver incremental, lumpy growth -- Disrupter: reinventing the business -- Moving into action mode -- Action guidelines -- Actions for survivors -- Actions for exploiters -- Actions for disrupters -- Appendix: Brand vision archetypes: a brand is an experience, not a set of descriptive attributes.
Summary
This book is a comprehensive guide to marketing in a recession. The author looks at several techniques companies can employ to build a solid recession proof strategy that will ensure both survival and growth in an economic downturn.
