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A downturn is no time to be faint of heart. Rather, experience shows that those B2B firms that fare the best in queasy times are those that take specific initiatives. At a time when fewer consumers have money to spend, efforts to stimulate demand - i.e., marketing - are less effective, in general; so advertisers tend to spend less. That applies to B2B marketers, too. Because the businesses that are your clients and sell to consumers also reduce spend.
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