Plot summary When a recession was predicted to occur a year ago, the Fed seems to have succeeded in bringing down inflation without causing a recession. Many negative forecasts underestimate the resilience of the U.S. economy, typically because they are based on historical models and precedents, rather than on isolated contexts. While a soft landing […]

Summary When everything is beyond our control, costs are the only thing that can be managed. However, drastically cutting costs immediately to save in the short term is a mistake. When companies implement sudden cost-cutting policies, they often have to give up the most crucial investments. If cost-cutting programs are hastily implemented, debates about investment […]

Plot summary: Most marketers know that, when the economy takes a turn for the worse, their budgets will have to shrink. In the face of today’s wobbly economy, rapidly changing markets, soaring inflation, etc., what should marketers do? In the author’s experience in communications and marketing through economic cycles, she offers 6 solutions for CMOs […]

Plot summary Covid-19 and the economic recession have caused us all to endure difficult conditions for long periods of time in the global markets. This situation is like a strange sea for the traditional startup model in Silicon Valley, which is a startup model aimed at rapid growth and creating “unicorns”. Instead of unicorns, camels […]

Summary: Marketers often worry that performance marketing and its focus on short-term sales is crowding out brand-building activities aimed at enhancing customer perceptions of their brand—and is sometimes working against brand strategy. Brand-building activities are typically measured using metrics that have no predictive or retrospective connection to financial returns. And performance marketing typically lacks measures […]

Summary.    Because no two recessions are exactly alike, marketers find themselves in poorly charted waters every time one occurs. But guidance is available, say Quelch and Jocz, who have studied marketing successes (by Smucker, Procter & Gamble, Anheuser-Busch, and others) as well as failures throughout past recessions and identified patterns in consumer and company behavior […]

Even the most experienced sales experts are feeling anxious. Whether we are in a recession or it’s merely a future possibility, fundamental economic knowledge tells us that economies go through cycles of prosperity and downturn, and this is inevitable.  So, the question should not be whether to do something about it or not, but rather […]

Summary.   Whether on retailers’ own platforms or through third-party price tracking services, today’s consumers often have access to detailed information regarding changes in a product’s price over time. But how does this visibility influence their purchasing decisions? Through a series of studies, the authors found that buyers are more likely to buy now if […]