From U.S. President Harry Truman, who gambled on an early end to wartime price controls, to Sears, Roebuck & Co. President Robert E. Wood, who restocked Sears' warehouses on the hunch consumers would flock to buy goods, countless wagers were made. Those who bet on a growing economy won.
True, it's a much different world that marketing people confront today. In 1945, this country and U.S. business sat astride the world as a global economic power. Today, the U.S. must battle to stay competitive in an interlinked global marketplace and a post-cold war era that we are still adjusting to.
Fifty years ago, marketing people led the way in helping business prosper in the changing post-World War II economy. That hasn't changed; they must lead again-from finding the universal appeal needed for global marketing to probing the new frontier of targeted one-to-one selling. Those who adjust to change-and bet on growth-will win out again.