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Publisher's Summary

John A. Quelch, a professor at Harvard Business School, and Katherine E. Jocz, a research associate at Harvard Business School, write about how to fine-tune strategies according to consumers' changing psychology and habits - in order to survive the recession and prosper when the economy bounces back.

This article was first published in the April 2009 issue of Harvard Business Review.

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©2009 by the President and Fellows of Harvard College, All Rights Reserved; (P)2009 Audible Inc.

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