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But was that the right C Level Executive List response to the situation? Is the role of marketing, sales and advertising less important in times of shortages? ‘Of course not’ writes marketing strategist Kotler but the market instruments must be use differently. Abundance in C Level Executive List supermarkets, so no scarcity. Techniques to successfully overcome scarcity Time proved Kotler right.

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Companies that did not adapt sufficiently or even resisted the new laws of. The scarcity economy came back from a cold fair. Such as the American C Level Executive List car industry where it was realiz much too late that motorists were switching en masse to cars from Japan. Companies that adapt faster and better to the new reality came out of the crisis stronger. While computing was a rarity at the time.  Just-in-time production was a novelty and e-commerce had yet to be invent.  It laid the foundation for many of today’s marketing methods.

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Also read: Hybrid working is not good In his article, Kotler describes various techniques to successfully endure a period of scarcity: Scenario planning Product portfolio analysis customer mix The role of sales The role of advertising Product and product line expansion In my next articles on this subject I will go deeper into the above techniques and how they can be applied C Level Executive List successfully. This is based in part on Marketing during Periods of Shortage, Philip Kotler, Journal of Marketing Vol. 38, no. 3 (Jul., 1974), pp. 20-29. In a series of 3 articles I describe the similarities between the commodities crisis in the 1970s and the current market situation and what today’s marketers can learn from time.

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