Publication Type
Journal Article
Version
publishedVersion
Publication Date
7-2022
Abstract
Nirmalya Kumar argues that during recessions, firms should fight against their instinct to reduce marketing outlays. Instead, a large body of academic research demonstrates that firms investing in countercyclical marketing perform better both during, and immediately after, the economic downturn.
Keywords
marketing, recessions, advertising
Discipline
Finance and Financial Management | Marketing
Research Areas
Marketing
Publication
Management and Business Review
Volume
2
Issue
3
First Page
19
Last Page
26
ISSN
2694-104X
Identifier
10.1177/2694105820220203003
Publisher
Institute for Knowledge and Technology Management
Citation
KUMAR, Nirmalya.
Countercyclical marketing during recessions. (2022). Management and Business Review. 2, (3), 19-26.
Available at: https://ink.library.smu.edu.sg/lkcsb_research/7616
Copyright Owner and License
Author-CC-BY
Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-No Derivative Works 4.0 International License.
Additional URL
https://doi.org/10.1177/2694105820220203003