Marketing in the Downturn: How to Cut Where It Hurts the Least

As customers tighten their belts, marketers come under pressure to make short-term performance improvements. One common practice, cutting marketing spend across the board, can seriously undermine a brand in the long term and sales in the short term. This note highlights the importance of understanding the effectiveness and efficiency of marketing spend and then using that information to cut where it hurts the least. Two case studies illustrate the approach.

Marketing in the Downturn: How to Cut Where It Hurts the Least


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