The difficulties currently facing the global economy are unprecedented. In many ways, marketers are facing challenges that are threatening their companies' profitability, growth, and viability. Gaining a clearer understanding of the current economic environment, the trends at work, and the likely change drivers over the short- and medium-term is an important step in surviving--and thriving--in today's market. This session presents a high-level view of the current economic climate over coming months, plus key success strategies for meeting the challenges head-on. We will look at how marketing innovation best practices and applied technologies can help direct marketers translate a bleak economic outlook into one that holds opportunities for their companies.