Reducing brand spending in a downturn leads to market share declines

Reducing spend on brand marketing in unpredictable times can have various negative long-term results, according to new research from management consulting firm Boston Consulting Group (BCG).

Reducing brand spend in uncertain economic times can have several negative long-term repercussions for marketers, according to new research from the Boston Consulting Group (BCG).

The consulting firm analyzed 150 brands in 15 industries, leveraging data...

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