Checklist for Developing Recession Marketing Plans

Charles L. Martin and Phillips W. Goodell

Extract from Advertising in a Recession, by Bernard Ryan, Jr, published by the American Association of Advertising Agencies.

Checklist for Developing Recession Marketing Plans

Phillips W. Goodell andCharles L. Martin

PHASE I: ASSESSMENT OF EXTERNAL FACTORS

  • Timing: When is the recession likely to begin and end? How long will the recovery take?
  • Industry Impact:Does the industry/business...
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