John Quelch, Marketing Professor at Harvard Business School discussed how to market during a recession in his HBS Working Knowledge blog. He generally takes the point of view that this is a time to strengthen your advantage rather than cut back as it pays tremendous dividends in market share, customer and employee loyalty when the market turns around. Amongst his points, the following reasonated with me: Research your customer: since customers will be redefining their value equation, you need to learn more about which features are considered must-haves and the price elasticity curve. Maintain marketing spending: this is a time where an advertiser can greater value for their marketing dollar. Customers are looking for reassurance during this time and the company that markets ... Read more...