Chapter 6. Master Cyclist Marketing Through the Business Cycle Seasons
“When the economic climate changes, the best retailers look for opportunity.”
—Robert Tillman, CEO, Loew’s
The strategic and tactical implications of Master Cyclist marketing and pricing offer some of the richest insights into building competitive advantage in all of management. One effective tactic involves the use of countercyclically increasing advertising as a recession takes hold to take advantage of lower ad costs and reduced “noise” levels in the market. This counter-cyclical advertising helps build both brand strength and market share.
More subtly, the Master Cyclist ...
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