KIT: The Hospitality Sector In India
Strategic tools for the practising manager
Because no two recessions are exactly alike, marketers find themselves in poorly charted waters every time one occurs. But guidance is available, say John A Quelch and Katherine E Jocz, who have studied marketing successes as well as failures throughout past recessions and identified patterns in consumer and company behaviour that strongly affect performance. Understanding consumers’ changing psychology and habits, the authors argue, will enable firms to hone their strategies so they can both survive the current downturn and prosper afterward.