How are marketing leaders at some of the world’s largest and most influential organizations responding to the coronavirus crisis?

First, they are busy innovating: for the immediate moment as well as the future. This goes against the grain. “The common wisdom now is not to sell,” says Eric Leninger, a clinical professor of executive education at Kellogg. Given today’s economic uncertainty, plenty of marketers are feeling pressure to wait out the storm, conserving their marketing resources until sufficient demand begins to build.

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