Does it make sense to invest in marketing in a recession?
The title of this post is a reasonable question that a good number of people are asking themselves right now.
Let me share with you some very interesting content I found while researching this issue a few weeks ago. Grant it…I’m a marketing professional, so I think marketing is a year round sport. (Ok…I got that out of the way 
). Now…never mind what I think. It’s more important to take an objective look at the pros and cons of increasing your marketing spend in the current economic climate.
This post is going to summarize a research paper that was published back in 2005. The paper deals with how to turning adversity into advantage in a down economy.
In the abstract (a.k.a. executive summary), the writers state that some businesses see recessions as opportunities to invest aggressively and establish their advantage over weaker competitors, whereas others cut back, waiting for the recession to pass. How do you think most business owners view the recession? How do you view it? Are you cutting back, or investing wisely in order to take the lead? Read More→
