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New York Times, April 8, 2009 — Just a year ago, most media companies believed the formula for Internet success was to offer free content, build an audience and rake in advertising dollars. Now, with the recession battering advertising online, in print and on television, media executives are contemplating a tougher trick: making the consumer pay.
Advertising Age, November 10, 2008 — Kraft's chief marketer, Mary Beth West, maintains that you don't have to market differently during in a recession. You just have to understand your consumers better.
It's become particularly critical for Kraft Foods — which is in the midst of a complicated turnaround — to remind its customers why they should pay more for name-brand products when most of them are slashing their household budgets.
Prophet, November 1, 2008 — Roland Bernhard examines the Employee Value Proposition as a potential recipe for attracting and keeping the best possible people to deliver the customer strategies your organisation needs in tough times
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