Countercyclical marketing during recessions
Nirmalya Kumar argues that during recessions, firms should fight against their instinct to reduce marketing outlays. Instead, a large body of academic research demonstrates that firms investing in countercyclical marketing perform better both during, and immediately after, the economic downturn.
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| Format: | text |
| Language: | English |
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Institutional Knowledge at Singapore Management University
2022
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| Online Access: | https://ink.library.smu.edu.sg/lkcsb_research/7616 https://ink.library.smu.edu.sg/context/lkcsb_research/article/8615/viewcontent/kumar_2022_countercyclical_marketing_during_recessions_pvoa.pdf |
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| Institution: | Singapore Management University |
| Language: | English |
| Summary: | Nirmalya Kumar argues that during recessions, firms should fight against their instinct to reduce marketing outlays. Instead, a large body of academic research demonstrates that firms investing in countercyclical marketing perform better both during, and immediately after, the economic downturn. |
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