oa Journal of Marketing - Brand survival : be bold

Volume 2009, Issue 04
  • ISSN : 1811-9565



It's tough out there, and brands, even the strong ones, are struggling to survive. The 'R' word being bandied about is not helping matters either. Recession is defined as general slowdown in economic activity in a country over a sustained period of time, or a business cycle contraction. So what can marketers do to turn recession into revenue?

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