When it comes to succeeding ? and often just surviving ? in the face of changing market conditions, it's the marketer's ability to adapt that will prove their worth to their customers, their competition and, perhaps most importantly, to their management.

Marketers need to be ready to adapt and innovate to manage and exploit new market conditions. It falls on them to push their business' marketing strategies to embrace change and fight for resources while avoiding the typical, knee-jerk reactions that only lead to diminished budgets and revenues.

Here is how marketers can provide added value in even the tightest of economic times. You must remain flexible, especially when it comes to gaining customer insight, integrating marketing channels and measuring and analyzing results.

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