Marketing Chiefs: Think Like a Start-up
Five Strategies for Established Brands to Dig Deeper, Move Faster
by David Ellis
Published: February 23, 2009
David Ellis
David Ellis
Panicky markets. Dazed consumers. Shifting distribution. Eroding margins. Disappearing budgets. An atomized media environment. Established brands used to pulling predictable business levers are likely to be in for a rude awakening in 2009, unless they substantially reinvent their marketing approaches. To survive in this new-world disorder, brands will have to dig deeper, move faster and execute perfectly the first time, every time. Just like a start-up.
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