„Companies investing in marketing now, will get over the crisis sooner and will enhance their position”

According to Michalis Christou, CEE regional director of Nielsen, it is possible to benefit from the crisis. Companies looking ahead and building the future will be able to enjoy ten-fifteen times faster growth after the crisis than those which focus only on survival. Our region is a place where we should be prepared for fast growth following the recession. Companies can lay down the foundations of future success now. In times of crisis, it is worth investing in boosting brand value, because this helps companies in getting over the crisis sooner and in enhancing their market positions. This is especially true in the FMCG sector. A thorough knowledge of consumer habits, attitudes and market trends can help in reducing the risks involved in decision making.