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- Morgans Hotel Group: Be the Symbol of Recession Defiance
- Don't pretend the recession doesn't exist — look your customers in the eye and offer them ways to get through it. They will appreciate you for it. Last fall, late at night, the...
- Articles 2009-07-20
- Mercedes-Benz: Don't Discount. Don't Disappear
- If your customers get used to discounts, you may never get your full-price margins back when the turnaround comes. Likewise with advertising: A true luxury brand does not let its visibility wax and wane. ...
- Articles 2009-07-20
- How to Market in a Downturn
- John Quelch, one of the best-known academic minds in marketing, talks to BNET about the two types of luxury consumers ("must-haves" and "wannabes") and how to appeal to both in a recession. You’ve said there are two types of luxury consumers. What are they?...
- Articles 2009-07-20
- Selling Luxury in a Recession
- How brands from Starbucks to Mercedes-Benz are surviving in a down economy.These are the worst of times to be marketing a luxury brand. Your customers have lost jobs, defaulted on mortgages, watched their nest eggs shrink, or simply heard too much about all of the above. They're downsizing and simplifying...
- Articles 2009-07-20
Additional Resources
- Meltdown an Opportunity for Marketing, Says UCLA Anderson's Dominique Hanssens
- Even when the economy looks bad your marketing doesn't have to suffer, says Dominique Hanssens, Bud Knapp Professor of Marketing and the Marketing Area Chair at UCLA's Anderson School of Management. In fact, Hanssens, who recently served two years as the executive director of the Marketing Science Institute in Cambridge,...
- Blog posts 2008-10-15
- Domino's '444 Deal' taps recession-marketing trend
- ANN ARBOR, MICH. -- Domino's Pizza, with a new value meal called the 444 Deal, is among the latest chains to use recession worries as a marketing ploy. Launched last Monday at 1,500 outlets, the 444 Deal offers three 10-inch, one-topping pizzas for $4 each. Domino's said the deal...
- Research articles 2008-04-07
- Recession-Marketing Advice To B2B Companies
- A downturn is no time to be faint of heart. Rather, experience shows that those B2B firms that fare the best in queasy times are those that take specific initiatives. At a time when fewer consumers have money to spend, efforts to stimulate demand - i.e., marketing - are less...
- White papers 2009-08-14
- Should You Up Your Marketing During a Recession?
- If the U.S. economy is about to take a dirt nap for a quarter or four, time to cut marketing budget, right? Not necessarily, according to a 2005 report out of Penn State's Smeal College of Business, “Turning adversity into advantage: Does proactive marketing during a recession pay off?†I...
- Blog posts 2008-02-06
- Why Social Marketing Trumps Recession
- In recession times, we spend less. We think long and hard before we turn over a sheckel. So is advertising less effective when times are tough? Are different messages to consumers called for? Forrester Research Vice President Josh Bernoff knows one thing. In a recession, traditional "shout"...
- Blog posts 2008-02-12
- When and Where Will the Recession Hit the Advertising World?
- As the chance for a recession in the US slowly wobbles from possible to likely, the advertising world holds its breath, knowing that when costs must be cut, companies traditionally shed marketing dollars first. While nearly everyone agrees that belts will be tightened, no one seems sure when it will...
- Blog posts 2008-01-29
- Fighting a Recession With Word-of-Mouth Marketing
- Fighting a Recession With Word-of-Mouth MarketingRE: Fighting a Recession With Word-of-Mouth MarketingThanks for this, Jon. A recession is not the time to give up on PR and marketing, but rather become more creative with the resources you have.Have a great weekend.
- Discussion threads 2008-10-24
- Should You Up Your Marketing During a Recession?
- Should You Up Your Marketing During a Recession?Marketing in Tough Economic TimesThe average American receives thousands of marketing messages every day. When the frequency and intensity of 'negative' messages on economic conditions from news media outlets, economic forecasting organizations, governments and others make significant inroads into the consumer psyche,...
- Discussion threads 2008-02-19
- Take Advantage of Recession
- An economic downturn is a great time to go after competitors, who likely will be retrenching rather than advancing. But you need two things before loading up. First, your financials must be in order, including a healthy balance sheet, cash, and little debt. Second, pick the right...
- Blog posts 2008-04-14
- Advertising During a Recession
- What should marketers in a flat lining economy do? It’s clear that consumers are going to be watching their wallets a bit closer, and advertisers will have to try harder to pry pocketbooks back open in order to justify their budgets. On Monday, the Times ran a...
- Blog posts 2008-01-31
- 7 Recession-Busting Marketing Basics
- Scan the headlines each day and you won't have to get very far to stumble upon the word "Recession" or its more palatable cousin "Economic downturn." It's times like these that send many small business owners on a quest for the magic recession-fighting marketing tip. This paper provides seven quick-fix...
- White papers 2008-12-01
- Wal-Mart Focuses on Retaining Customers Beyond Recession
- Wal-Mart CEO Mike Duke is looking beyond the recession, placing emphasis in the company’s first quarter conference call on its ability to retain high-income customers won during the recession. Not that he’s predicting a rapid economic rebound. Rather, he noted that business improvements Wal-Mart has made and...
- Blog posts 2009-05-14
- Five Strategies for Selling During a Recession
- Are these the worst of times? Or are they the best of times — to prove your product's value, snatch up top talent, and make your regular customers feel special? Depends on your perspective. ...
- Articles 2009-06-26
- aposFlight to value' will soar after recession and reshape mid-market
- You are here: News / 'Flight to value' will soar after recession and reshape mid-market The recession has brought about a new way of shopping and these changes will be permanent, bringing about a step change in the way consumers perceive 'value' and spend money, according to PwC. PwC's latest...
- News items 2009-10-30
- ValueClick Q4: Recession Arrives on the Web and It Ain't Pretty
- ValueClick's Q4 results today were horrible, and they give the lie to the notion -- propagated here on BNET, mea culpa -- that the recession will leave the web advertising business unscathed. Its Q4 revenues were $150 million, down 15 percent from $175 million the year prior....
- Blog posts 2009-02-12
- Technology adopters better positioned in recession, says BT Business
- Tom Young, Computing , Monday 19 October 2009 at 12:02:00 Remote working, social marketing and better broadband are beneficial Smaller businesses at the forefront of technology adoption have been least impacted by the recession, according to research from BT businesses....
- News items 2009-10-19
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