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How To Keep Your Head When All About You Are Losing Theirs

McKinsey Quarterly on the new rules for recession-challenged marketers;

"...not everything from the past is outmoded: marketers must still reexamine the value propositions of their brands, fine-tune products and pricing, and manage the cost of media agencies and other vendors carefully. But these steps aren’t enough. To weather the storm, it will be necessary to identify anew who and where the profitable customers are and to prioritize the most effective marketing and sales vehicles for reaching them.
"When marketing and sales executives do so, it’s critical to bear something in mind: the broader forces at work in the global economy mean that the underlying economics of strategies could continue shifting with unprecedented speed and scale. Such extreme uncertainty demands constant attention, frequent reprioritization, and strategies that anticipate and respond to a changing landscape."



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