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 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...