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Consumers are becoming more frugal and thrifty amid the economic slowdown, prompting companies to come up with new campaigns to reach them. These include Del Monte Food Co.'s Stretch campaign on extending food budgets and Walmart Stores Inc.'s commercials citing savings from Walmart shopping. Other marketing ideas are presented.

Originality and ways to measure the impact of behavioural economics on marketing are discussed.

Managing the health care marketing function during national economic difficulties is discussed.

As the strength of ad-supported sites has diminished over the past couple of years, the creative flexibility of advertisers has grown. Strapped for cash and hungry for ad dollars, Internet [...]

Despite concerns that the economy is slumping, most -- 88 percent -- of the systems integrators who participated in the 6th annual Top Systems Integrators Report predict an increase in [...]

When going international, the author advises marketers to prioritize information about each country's environment, including economics, government, infrastructure, and population size to better take advantage of emerging markets. With all [...]

MRFs are good at sorting and processing recyclables. But at the end of the day, it's selling the material that pays the bills. Remember the old line about the salesman [...]

Emerging market conditions, such as economic and technological conditions, create either positive or negative effects on first mover advantages. Rapid economic growth, dual economies and growing middle class are economic conditions of emerging markets that have positive effects on first mover advantages. On the other hand, economic conditions, such as high inflation rate and huge external debt, tend to have negative effects on first mover advantages.

Two national samples of business organizations' market orientation indicating a positive association between this attitude and market performance are analyzed. The analysis indicates that firms' market orientations are positively influenced by top management policies as well as organizational dynamics and structure. On the other hand, the firms' market orientation will have a positive impact on employees' commitment and relation as well as market environment and consequently, on business performance. The study concludes that firms' market orientation will have a significiant impact on business performance, regardless of competition, market and technological turbulence and over-all market status. Likewise, analysis show that market-based reward systems and decentralized decision-making exert a strong influence on the market-oriented attitudes of business firms.

Is marketing worth the money it costs? There are ways to find out. As it already has in other business areas, accountability is fast becoming the watchword in CPA firm [...]

In many organizations, marketing investment-level decisions precede the associated resource allocation decisions and are based on market-level sales response data, often with no attention to the impact of rules used to allocate resources to submarkets. Such top-down budgeting is commonly based on a perception that aggregate sales and profitability are affected much more by the level than by the alloction of the investment. The authors analyze the effects of different resource allocation rules assuming alternative specifications of submarket sales response functions and show that allocation decisions significantly influence aggregate sales response functions, investment-level decisions based on these functions, and realized profit. The authors also show aggregate sales and profit are usually more sensitive to improvements in allocation rules than to increases in investment levels and conclude that resource allocation decisions warrant more attention in marketing budgeting. (Reprinted by permission of the publisher.)

How businesses can save money while boosting their marketing efforts during a down economy is discussed. Using price-driven marketing, online social networks, and cause-driven marketing are among the suggested ways companies can attract more customers. Guarantees and warrantees, as well as contests, can also be used as marketing tools.

The current recession is prompting marketers to looks for ways on how to carry out brand strategies, including price cuts or discounts, which should be handled without compromising long-term brand image and quality. Marketers are advised to add value to existing services and budget in ways that can make the most out of the existing portfolio.

Ask advertising executives how they feel about having to make full-blown speculative presentations to compete for clients, and you're likely to collect a number of variations on the theme, 'We [...]

For those who are considering tapping into the Indian marketplace, the author offers an update on the country's diverse population, its technological advances and its overall potential for marketers. India [...]

Clients charged with cutting costs during the recession must be wary of agencies pleading poverty, writes Will Harris. Q: I've just had a meeting with procurement, who want me to [...]

Last year, as part of its plan to spread its successful Healthy Choice franchise beyond the frozen-food case, ConAgra Inc. decided to come out with a line of ready-to-eat Healthy [...]

Patrick Cairns Managing director, Plum Baby During uncertain times like these, consumers want things that they can depend on. Brands can play an important role in this environment, if they […]

Brands should beware of adopting a one-size-fits-all approach to marketing in a recession, according to research by TNS, and should focus on the values their customers trust. By Jo Roberts […]

Own-brands may be de rigueur right now, but they will never get talked about in the White House... Maybe every penny does count right now, but that doesn't mean to […]

With more businesses hoarding their pennies, merchandise companies are having to work harder to entice clients to promotional giveaways. The result is a hybrid of tried and trusted items with […]

Finance directors across the country believe that marketing investment should be strengthened during the economic downturn to benefit their companies in the long run, according to a new report. The […]

There's plenty of evidence to suggest that companies which kept up a strong marketing presence came out of the last recession in better shape. But it's not just about how [...]

Byline: MARK BARDEN Downturns are tough on everyone and are not to be taken lightly. We'll all have to do more with less. But luckily for marketers, we're surrounded by [...]

A recent report by the IPA has claimed that an overemphasis by marketers on return on investment as a goal in itself is harming the ultimate potency of their campaigns. [...]

Byline: Scott Stiles, Rob Hogan and Kelly BryantUA Extension Most commodities are currently offering forward pricing opportunities. For once, marketing seems simple. Having a plan on paper, however, will make [...]

Just 10 years ago, Procter & Gamble's Crest brand was unknown to China's population, most of whom seldom--if ever--brushed their teeth. Now P&G, the country's largest consumer products company, sells [...]

They may award Master's degrees in it aplenty, but if you ask me marketing is as much art as science. But before even crafting a marketing campaign let alone having [...]

The effect of corporate budget restraints on the financial allocations to the marketing department are discussed. Various cost control methods are analyzed.

Tough times call for tough leaders who can make smart decisions about money, technology and marketing. This year, facing a recession and a post-Sept. 11 world, marketers in every industry [...]

With the convergence of financial sectors and commoditization of products putting added pressure on players, a chorus of voices has recommended that financial firms look to mass retailers for marketing [...]