Five tough questions for the marketing team in a downturn

Fred Geyer and Chiaki Nishino

This article provides a guide to five main areas marketers must address in order to survive the economic downturn.

Five tough questions for the marketing team in a downturn

Fred Geyer and Chiaki Nishino

The troubled economy is forcing corporate leaders to re-evaluate their spending plans across the board and marketing is not exempt.

In fact, marketing is often first in line for cuts as corporate leaders look for immediate cost reductions that may take longer to achieve in other areas.

In reducing marketing budgets, corporate leaders face difficult choices.

How much is too much? Are we trading off long-term brand building, which may be acceptable in the current climate, or are we doing what is...

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