In a challenging economy, you must find new ways to make marketing work
more effectively, get more out of marketing investments, and measure
and account for marketing decisions. In short, you must make changes.
Doing the same things in an uncertain environment and expecting the
same results is a strategy headed for disappointment.
How can your company be one of those success stories that market and
grow their business during challenging times? The following strategies
will help you allocate marketing investments to better performing
programs that will carry your company through uncertain times, and