Marketing in a downturn: lessons from the past

Based on the lessons of previous recession, this article assesses how businesses can most profitably approach marketing in a downturn.

Marketing in a downturn: lessons from the past

Peter Field Marketing consultant

In an article produced by the Financial Times in June 2008, both Procter & Gamble and Unilever revealed their intentions to maintain marketing spend into the downturn. And although more recently investment analysts have questioned Unilever's commitment, these companies' belief, clearly, is

So it appears that the major players are the wise ones – they have learned to take advantage of downturns to grow. Perhaps they are encouraged by the investment community, which has also clearly learned the lessons of previous downturns: on the day analysts questioned Unilever's commitment to maintaining marketing expenditure, the company's share price fell 8%, despite better than expected short term results. Budget-cutters take note.

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