Marketing in a downturn: lessons from the past

Peter Field

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 FieldMarketing consultant

In an article produced by the Financial Timesin 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 that this is an opportunity to gain market share at the expense of weaker businesses that choose, or are forced, to cut marketing expenditure. This intention was echoed by an analyst at Investec, at a recent International Advertising Association conference, who reported that there was...

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