The Marketer's Challenge

All indications are that the economic iceberg is melting; lower estimated GDP growth (3 - 4% in 2008 versus 5% in 2007); rising inflation (10.1% Vs the 3 - 6 target range), higher interest rates (15%); lower household expenditure (7% in 2007 Vs 8.2 in 2006) etc., The net result is most likey to be a shrinking pool of customers & revenues (depending on the sector) due to shifting customer priorities and behaviour as customers try to cope and increasing costs, resulting in budget cuts. On the other hand, judging from high PE ratios in certain sectors on the JSE, shareholders expect sustained growth of revenues, profits and returns. The key challenge is how can marketers help their businesses deliver on these expectations (with limited resources) in these conditions?