000			01852nam a22002657a 4500
003			ZW-GwMSU
005			20210510122804.0
008			210510b |||||||| |||| 00| 0 eng d
040			_aMSU _cMSU _erda
100	1		_aO'Malley, Lisa _eauthor
245	1	0	_aMarketing in a recession:retrench or invest? / _cLisa O'Malley, Vicky Story and Vicky O' Sullivan.
264			_aAbingdon: _bTaylor and Francis _c2011-
336			_2rdacontent _atext _btxt
337			_2rdamedia _aunmediated _bn
338			_2rdacarrier _avolume _bnc
440			_aJournal of Strategic Marketing _vVolume 19, number 3,
520			_aThe world is emerging from a deep economic recession. Despite extensive research indicating that reducing marketing efforts exacerbates the negative effects of recession, many firms have retrenched spending in this area. This paper uses a modified meta-analysis to review and evaluate extant research on marketing spending during recessions. The findings confirm that marketing can be significantly more important to the firm during a recession than at any other time. The paper argues that marketing budgets are cut because of a short-term focus by top management and the absence of a market orientation. The evidence also confirms that firms who curtail their marketing expenditure are likely to jeopardise future sales and profits. Ultimately, recession offers a rare opportunity for proactive firms to improve their competitive advantage through increased marketing efforts, as long as these are well considered and carefully tailored.
650	0	4	_aRecession _xMarketing expenditure
650	0	4	_aMarket orientation _xAdvertising
650	0	4	_aCompetitive advantage _xMeta- analysis
700	1		_aStory, Vicky _eauthor
700	1		_aO'Sullivan Vicky _eauthor
856			_uhttps://doi.org/10.1080/0965254X.2011.581386
942			_2lcc _cJA
999			_c157098 _d157098