Marketing solutions for an economy that’s swirling the drain

Everyone with a pencil, it seems, has written an article on what brands should do to fight their way through this ugly recession. You may find a few suggestions that are cleverer than most in this Harvard Business Review article by the middle initial-wielding team of John A. Quelch and Kathleen E. Jocz, “How To Market In A Downturn.”

It focuses on understanding the “recession psychology” of distinct groups of consumers and also the way these consumers categorize potential purchases in hard times. If you believe the wisdom of the ages can be contained in tidy matrices, this is the article for you.