Marketing through the recession
It’s well established that businesses that keep marketing through a recession are better placed for future success. But it’s also a truism that the marketing budget is amongst the first to get cut when times get tough.
Research in 2008 from the PIMS (Profit Impact of Marketing Strategies) database found that whilst companies which cut their marketing spend improved their return on capital employed in the short term, those that continued to spend on marketing achieved a significantly higher return as the economy recovered.
Further research, published in the International Journal for Research in Marketing, finds that businesses with a clear strategic approach to their marketing and a strong entrepreneurial culture are the ones that…
Francine Pickering
Clarity Marketing Ltd.
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What a brilliant idea,
What a brilliant idea, especially that we are officially in a recession. Now, businesses are still running, and money is still being made and indeed spent. The immediate future may not be bright, but it should not turn us down. Marketing to survive our way to recession could be a huge help. If we do this, then the worst will be over.