Marketing budgets are often one of the first budgets cut, time and time again, yet marketers continue to claim companies are making unwise decisions. To support the case, you point to research and cases showing companies who invest in marketing during a downturn come out stronger.

Is the answer turning marketing into a profit center, as some have claimed? For a few companies, particularly those with a direct response marketing model, this might work. But it isn’t the solution in most cases. [Read more…]