Marketing in Tough Times

Writing in Chief Executive, Fayazuddin A. Shirazi on the importance of marketing in challenging times. An excerpt:

Marketing experts say previous economic downturns have demonstrated how large companies launched fierce marketing campaigns to grab market share from their rivals. “During the 2001 recession, Dell and Wal-Mart saw the downturn as an opportunity to invest more than their weaker rivals in marketing. They were following the path laid during the Great Depression, when Camel cigarettes and Chevrolet were known for their aggressive marketing and grabbing market share from their rivals,” says Makovsky quoting Anna Maria Virzi, executive editor of The ClickZ, a NY based expert advisory firm on digital marketing.