Checklist for Developing Recession Marketing Plans
Phillips W. Goodell andCharles L. Martin
PHASE I: ASSESSMENT OF EXTERNAL FACTORS
- Timing: When is the recession likely to begin and end? How long will the recovery take?
- Industry Impact: Does the industry/business typically lead or lag the recessionary cycles? In past recessions, how deeply have the industry and the company been affected relative to other industries and competitors?
- Technology:Historically, what is the industrys commitment to technological ...