terça-feira, abril 21, 2009

Proposta de valor em tempos de crise (parte II)

"In recessions, companies must understand customers' shifting needs and then adjust their communications strategies and offering."
"Marketers should segment customers according to their recession psychology (from fearful to carefree) and how they categorize their purchases (from essentials to expendables)"
Trechos retirado de "How to Market in a Downturn" de John Quelch e Katherine Jocz no número de Abril da Harvard Business Review.

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