Marketing Contingencies

Conventional marketing strategy fails to account for the impact of events outside the normal interaction between audiences and product. Reason inc.'s method treats exogenous events as an essential ingredient to understanding the nature and priority of audience motivations.

We cautioned our clients and readers to prepare their marketing planning for a recession in the fall of, 2006, long before it was opportune to utter the "r-word". Since then, we written extensively about the subject, and we have led the way in helping marketers adjust to an adverse economic climate.


  • Contingency assessment, strategy and tactics
  • Recession marketing assessment, strategy and tactics
  • Marketing Red Team
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