Are you wondering if you should change your marketing plans? Is there pressure to cut budgets (again)? How should you react to the recession?
Here is a report from the Ehrenberg-Bass Institute on marketing in a recession.
I wrote this with guidance from my colleagues as an “informed opinion piece”, i.e. different from usual Institute reports for our corporate sponsors that are about discoveries. It covers questions such as:
Can I get away with lowering my advertising spend?
Will premium brands suffer more?
Should I lower my price?
Is a recession a good time to launch a new product?
Will private labels gain further share?
To download the article “Marketing Guide: what to do in a recession” click here.
Marketing Science 