Marketing in a recession

The Chartered Institute of Marketing has published a White Paper on the role of marketing in a recession. The Paper shows that those organisations that increase and hone their marketing spend in a recession are those who emerge strongest when recovery comes.

With contributions from leading thinkers and practitioners it sets out a powerful case for the key role marketers have in driving recovery in their businesses.

In tough times, many organisations are tempted to cut back on their marketing spend. The Paper shows the folly of such a short-term approach, and highlights the damage such actions can cause to brand and profitability in the long term. It shows that it is those organisations that increase their marketing spend and remain committed to their marketing activities who do well in recessions and emerge the stronger when recovery comes.