Looking Up - Getting the Most From Less

In this article, J. Walker Smith looks at the expectation that while the economy is recovering, the size will be smaller and will not reach its pre-recession size.

Looking Up – Getting the Most From Less

J.Walker SmithYankelovich MONITOR®

The economy is picking up again. And that's good. Unfortunately, though, just not good enough.

As noted in our recently released white paper, A Darwinian Gale: The Recovery Consumer Marketplace in the Era of Consequences,marketers must plan for a smaller economy ahead. Whatever the shape or strength of the recovery, the size of the economy is going to be smaller. Growth is not a measure of size, only a measure of change. Forecasted growth is positive, just not sufficiently positive to restore the economy to...

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