It pays to maintain — and in some cases
increase — marketing expenditures during an economic downturn. As Peter Fader of the Wharton School said, “As companies slash advertising in a downturn, they leave empty space in consumers’ minds for aggressive marketers to make strong inroads.” While marketing may seem trivial at times like these, as the research shows, and as Mark Ritson in
MarketingWeek put it, “There are few things more proven in the world of marketing than the power of advertising in a recession.” What does the actual research say about marketing during a recession?
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