Cost-Effective Marketing in an Uncertain Economy
In a downturn, a company can sometimes be its own worst enemy. For example, consider marketing, where research suggests that companies that cut their marketing budgets during the last three recessions trailed the growth of their peers by more than 20 per cent once the economy started to improve. These co-authors, consultants with McKinsey & Company, maintain that a focus on improving the effectiveness of … [ Read more ]
Content: Article | Authors: Christopher Halsall, Kathleen L. McLaughlin | Source: Ivey Business Journal | Subject: Marketing / Sales
Retailers to the world
A “virtuous cycle” of self-reinforcing benefits will permit certain companies to redefine-and control-the retail industry. Even so, retailers still have enough time to build cross-border positions and local-market defenses.
Editor’s Note: This article will be of most interest to those in or interested in the retail industry, but some of the discussion has broader value, especially the introduction and use of the strategic-control map tool. … [ Read more ]
Content: Article | Authors: Christiana Smith Shi, Denise Incandela, Kathleen L. McLaughlin | Source: McKinsey Quarterly | Subjects: Industry Specific, Strategy