July 16, 2009

Five Ways CPG Marketers Are Fighting The Recession

And What All Marketing Leaders Can Learn From Them

by Lisa Bradner

with Christine Spivey Overby, Cynthia N. Pflaum, Jennifer Wise

Executive Summary (This is a document excerpt)

The recession has battered the consumer packaged goods (CPG) industry as it has almost every other sector. But while many large CPG companies are bruised, they are certainly not taking things lying down. Instead they're using their celebrated marketing muscle and consumer insight to battle back on multiple fronts. Savvy marketers from all industries can look to leaders in the CPG industry for lessons on where to invest, where to innovate, and how to live to fight another day.

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