Sub-prime marketing is over

In the face of a recession, marketers will face pressures from management within their own organisations as well as potential problems resulting in changing consumer behaviour.

Sub-prime marketing is over

Derek WilliamsFormer Managing Director, Cadbury Schweppes

We are at the beginning of the age of spectacular discontinuity, where the past is no longer a safe guide to the future. As companies rapidly prepare for defence or survival, all tests are now 'suitable for purpose' ones.

For most marketers, this will be a test of survival management as the organisation takes stock of itself and prepares for a new future. It will be a period of rapid and constant adaptation. We never get back to where we were on the old escalator.

Consumers are already...

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