Cut back? Not now!(Marketing)

DetroiterVol. 24 Nbr. 12, December 2002

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Cut back? Not now!(Marketing)

The economy isn't recovering as fast as we all hoped. Many companies have reacted to the sluggishness by cutting back on marketing expenditures and activity--but that is just the opposite of what you should do. McGraw-Hill studied business-to-business firms that maintained or increased their advertising expenditures during the 1981-82 recession. Both during the rec...

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