Cost-Effective Marketing in an Uncertain Economy

In a downturn, a company can sometimes be its own worst enemy. For example, consider marketing, where research suggests that companies that cut their marketing budgets during the last three recessions trailed the growth of their peers by more than 20 per cent once the economy started to improve. These co-authors, consultants with McKinsey & Company, maintain that a focus on improving the effectiveness of … [ Read more ]