The second half of the article takes a turn for the better as Kotler answers specific questions concerning how to achieve marketing success in these turbulent times. His answers can be categorized as follows:
1. In-depth market research
2. Database-focused analytics
3. Product research
4. Proper budgeting
All four are great ways to improve marketing in these tough times, but Kotler hasn’t re-invented the wheel here. He’s repeating what others, himself included, have been saying for years; marketing is changing more rapidly that ever, and savvy marketers need to change their outlook on the world, focusing more on customer needs than on their own.