![]() It is CORRECT, based on tens of studies as reviewed by Profs Marnik Dekimpe and Barbara Deleersnyder in this 2017 JAMS ( ), many of which use time series data and thus show that, for a given brand, it is typically better to maintain or increase marketing spending in a recession. This point is made by Byron Sharp, Mark Ritson, AdAge, Analytic Partners, Engagement Labs (for B-to-C brands) and B2B’s institute Peter Field (for B-to-B markets) but questioned by Robert van Ossenbruggen with the argument the evidence is mostly based on comparing across brands, which differ in many ways from each other. Is it true that cutting marketing spending costs you in the long run on average?. ![]() ![]() This week saw 7 posts on whether or not brands should maintain/increase marketing spending during the current recession in my newsfeed (see links at the bottom of this page), so I can think of no better topic for my blog than reviewing the evidence:
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