Don’t cut your marketing budget in a recession
Publication Type
Magazine Article
Publication Date
8-2020
Abstract
Duplicate record, see full text at https://ink.library.smu.edu.sg/lkcsb_research/6592/. Companies tend to cut marketing in a recession. But firms that maintain their marketing spend while reallocating it to suit the context – be it in product developing, advertising and communication, or pricing – typically fare better than firms that cut their marketing investment.
Discipline
Marketing
Research Areas
Marketing
Publication
Harvard Business Review
ISSN
0017-8012
Publisher
Harvard Business Review
Citation
KUMAR, Nirmalya and PAUWELS, Koen.
Don’t cut your marketing budget in a recession. (2020). Harvard Business Review.
Available at: https://ink.library.smu.edu.sg/lkcsb_research/6639
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