Don’t cut your marketing budget in a recession
Duplicate record, see full text at https://ink.library.smu.edu.sg/lkcsb_research/6592/. Companies tend to cut marketing in a recession. But firms that maintain their marketing spend while reallocating it to suit the context – be it in product developing, advertising and communication, or pricing – t...
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Institutional Knowledge at Singapore Management University
2020
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sg-smu-ink.lkcsb_research-76382021-02-02T03:33:38Z Don’t cut your marketing budget in a recession KUMAR, Nirmalya PAUWELS, Koen Duplicate record, see full text at https://ink.library.smu.edu.sg/lkcsb_research/6592/. Companies tend to cut marketing in a recession. But firms that maintain their marketing spend while reallocating it to suit the context – be it in product developing, advertising and communication, or pricing – typically fare better than firms that cut their marketing investment. 2020-08-01T07:00:00Z text https://ink.library.smu.edu.sg/lkcsb_research/6639 https://ink.library.smu.edu.sg/lkcsb_research/6592/ Research Collection Lee Kong Chian School Of Business eng Institutional Knowledge at Singapore Management University Marketing |
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Singapore Management University |
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SMU Libraries |
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Asia |
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Singapore Singapore |
| content_provider |
SMU Libraries |
| collection |
InK@SMU |
| language |
English |
| topic |
Marketing |
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Marketing KUMAR, Nirmalya PAUWELS, Koen Don’t cut your marketing budget in a recession |
| description |
Duplicate record, see full text at https://ink.library.smu.edu.sg/lkcsb_research/6592/. Companies tend to cut marketing in a recession. But firms that maintain their marketing spend while reallocating it to suit the context – be it in product developing, advertising and communication, or pricing – typically fare better than firms that cut their marketing investment. |
| format |
text |
| author |
KUMAR, Nirmalya PAUWELS, Koen |
| author_facet |
KUMAR, Nirmalya PAUWELS, Koen |
| author_sort |
KUMAR, Nirmalya |
| title |
Don’t cut your marketing budget in a recession |
| title_short |
Don’t cut your marketing budget in a recession |
| title_full |
Don’t cut your marketing budget in a recession |
| title_fullStr |
Don’t cut your marketing budget in a recession |
| title_full_unstemmed |
Don’t cut your marketing budget in a recession |
| title_sort |
don’t cut your marketing budget in a recession |
| publisher |
Institutional Knowledge at Singapore Management University |
| publishDate |
2020 |
| url |
https://ink.library.smu.edu.sg/lkcsb_research/6639 https://ink.library.smu.edu.sg/lkcsb_research/6592/ |
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1770575465089597440 |