By Roxzanne van Eyk

Recession; downturn: two simple words which are powerful enough to cause widespread panic in the marketing industry. And rightfully so, as customer needs invariably do change in a downturn. The million dollar question then is how do marketing professionals adjust their strategies accordingly?

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Lesson: Most companies don’t even know what their competitive advantage is.

 

 

 

Published in The Journal of Marketing 

The Journal of Marketing provides cutting-edge reporting on all issues pertaining to the marketing professional, spanning media, branding, design, advertising and strategy to encompass the 360° approach that today’s marketers must adopt in order to generate ROI for their clients.