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Proactive Marketing During a Recession |
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As marketers, the word recession gives us a little heartburn and a giant headache. Many businesses consider marketing cutbacks as a good way to endure tough times. If your company execs are of that mindset, it's worth referring them to a 2005 study published in the International Journal of Research in Marketing.
The study, called Turning Adversity into Advantage: Does Proactive Marketing During a Recession Pay Off?, finds that firms with pre-established strategic emphasis on marketing; an entrepreneurial culture; and a sufficient reserve of underutilized workers, cash and spare production capacity are best positioned to approach recessions as opportunities to strengthen their competitive advantage. This is a fascinating article and it's available for your review here. |