It may seem like a paradox, but recessionary periods actually provide fertile grounds for marketers to grow their brand’s market share if they’re prepared to think long-term.
Roland Vaile completed his Masters at Harvard in 1924. It would be a quarter of a century before the young Californian, along with fellow marketing legend Reavis Cox, would publish the masterwork Marketing in the American Economy. For now, the 25-year-old was building his reputation and had headed West to become an associate professor at the University of Minnesota. Vaile wasted no time taking his Masters dissertation and publishing it in the Harvard Business Review.