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The HOT Seat: Making Business Decisions in Times of Crisis. (Strategy).(suggestions for marketing after the September 11, 2001 terrorist attack)
Target Marketing, December, 2001 by Hacker, Robert C.
Within a few days after the horrors of September 11, our business clients started asking, "What should we do about our ongoing direct marketing efforts? Should we just keep going, should we stop, or should we wait for awhile? And if we wait, how long should we wait? Then, when we start again, what changes should we make in the program?"
It's impossible to give one-size fits all answers since every marketer faces a different business situation. But it is possible to define a rational process to help make reasonable marketing decisions, even in unreasonable times. To simplify a bit, we'll only address the marketing issues and assume that the basic business is sound and the company has enough cash to weather a squall. (Companies under severe economic or stock...
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