10 July 2008

When the Going Gets Tough

Companies around the globe are struggling with the challenges of marketing during tough economic times. What strategies work best -- and why?

by William J. McEwen
Author of Married to the Brand (Gallup Press, 2005) and coauthor of the Harvard Business Review article "Inside the Mind of the Chinese Consumer"
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Companies around the globe, such as Starbucks, Procter & Gamble, and Wal-Mart, are battling with the marketing challenges posed by a tough economy. What strategies work best for these global brands -- and why? A marketing expert tackles these questions.
William J. McEwen, Ph.D., is Global Practice Leader for Gallup's Brand Management practice. He is the author of Married to the Brand (Gallup Press, 2005) and coauthor of the Harvard Business Review article "Inside the Mind of the Chinese Consumer."
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