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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2022
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sg-smu-ink.lkcsb_research-86152024-11-15T06:57:22Z Countercyclical marketing during recessions KUMAR, Nirmalya 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. 2022-07-01T07:00:00Z text application/pdf https://ink.library.smu.edu.sg/lkcsb_research/7616 info:doi/10.1177/2694105820220203003 https://ink.library.smu.edu.sg/context/lkcsb_research/article/8615/viewcontent/kumar_2022_countercyclical_marketing_during_recessions_pvoa.pdf http://creativecommons.org/licenses/by-nc-nd/4.0/ Research Collection Lee Kong Chian School Of Business eng Institutional Knowledge at Singapore Management University marketing recessions advertising Finance and Financial Management Marketing |
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Asia |
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marketing recessions advertising Finance and Financial Management Marketing |
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marketing recessions advertising Finance and Financial Management Marketing KUMAR, Nirmalya Countercyclical marketing during recessions |
| description |
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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text |
| author |
KUMAR, Nirmalya |
| author_facet |
KUMAR, Nirmalya |
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KUMAR, Nirmalya |
| title |
Countercyclical marketing during recessions |
| title_short |
Countercyclical marketing during recessions |
| title_full |
Countercyclical marketing during recessions |
| title_fullStr |
Countercyclical marketing during recessions |
| title_full_unstemmed |
Countercyclical marketing during recessions |
| title_sort |
countercyclical marketing during recessions |
| publisher |
Institutional Knowledge at Singapore Management University |
| publishDate |
2022 |
| url |
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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