I suppose it's easy for us to say, but history does show that investing in marketing when times are tough shows a higher return when the recovery starts.
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Companies that have bounced back most strongly from previous recessions usually did not cut their marketing spend, and in many cases actually increased it. But they did change what they were spending their marketing budget on and when to reflect the new context in which they operated. Let’s begin by taking a look at the various categories of marketing costs.
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