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Marketers In The Downturn: Mix It Up

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Executive Summary

Sometimes it seems the state of the economy is the only news being reported on these days, and maybe that's no surprise... considering the fundamental challenges that businesses have been facing. Too often, senior management singles out the marketing department for immediate cuts as companies try to survive the economic downturn. But it is also worth noting that some savvy companies understand that marketing is an investment, not just an expense. That is, they understand that reductions in marketing spend may prolong stagnation or cause permanent loss of market share or profitability, even as the economy improves.

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