A philosophical introduction to a hard-edged topic.
Part I: Strategic considerations.
1 Challenges and opportunities.
2 The myth of spending your way out of a recession.
3 Survivor: aligning marketing strategies with the emerging operating environment.
4 Exploiter: strategies that deliver incremental, lumpy growth.
5 Disrupter: reinventing the business.
6 Moving into action mode.
Part II: Action guidelines.
7 Actions for survivors.
8 Actions for exploiters.
9 Actions for disrupters.
Appendix: brand vision archetypes: a brand is an experience, not a set of descriptive attributes.