Thursday, March 26, 2009

Does Common Marketing Wisdom still Apply?

Posted by Princess Eva Angelica at 12:32 PM

Common marketing wisdom in a recession says the following.

“It is well documented that brands that increase advertising during a recession, when competitors are cutting back, can improve market share and return on investment at lower cost than during good economic times.”[1]

This obviously assumes that the spending is done in a thoughtful and well targeted manner.

Does this still apply with our current conditions or do we need a new recession marketing philosophy? What do you think?


[1] John Quelch, Marketing Your Way Through a Recession, Harvard Business School, March 3, 2008

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