Turn the Recession into a Marketing Opportunity

By JOHN GRAHAM

Have you noticed how quickly so-called ‘business leaders’ can turn into wimps? They strut their stuff when the economy is booming, making it clear their success is of their own making. But when things turn sour, they run for cover, blaming company failures on circumstances beyond their control. Out of desperation, they layoff workers, cut benefits, slash budgets — including marketing.

Not every company capitulates in the face of an economic storm. Take these, for example. Wal-Mart, Hewlett-Packard, Procter & Gamble, and Apple all have one thing in common: they are all excellent, unrelenting marketers — and they lead the competition in their categories. In other words, they refuse to hunker down. Read article…

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