How to manage marketing in a downturn
Posted by jorbell on November 20, 2008
By Damon Segal
There are three schools of thought when it comes to deciding whether or not to keep marketing if no one is buying anything, especially in a recession.
Camp One is where you have a fantastic brand and feel you can make sweeping marketing cutbacks as the brand is strong enough to sell itself even through the downturn.
Camp Two is where you are a midsize company and are concerned that if you don’t make cutbacks, or find a marketing solution that works, your business is going to suffer.
Camp Three is where you have a small business and have no choice but to find ways to save money and marketing seems like the simplest place to start.
But all three ways of thinking are wrong.
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