We recommend a 5-weeks action plan to fine-tune marketing and sales activities as well as channels in order to make most out of an economic downturn Week 1 Week 2 Week 3 Week 4 Week 5 This is an aggressive plan since no time should be wasted in times Revising Targets and Objectives of financial crisis. Companies should take a highly pragmatic approach in these actions and dedicate enough resources. Analyzing Customer Value, Behavior and Risk in Downturn Launching Retention Operations Developing Retainer Promotions and Programs Attacking Weak Spots Aligning Product and Media Mix Motivating and Reassuring Employees