Marketing aids recovery says White Paper


The Chartered Institute of Marketing has published a White Paper on the role of marketing in a recession. The Paper shows that those organisations that increase and hone their marketing spend in a recession are those who emerge strongest when recovery comes.

With contributions from leading thinkers and practitioners, this latest White Paper from The Institute sets out a powerful case for the key role marketers have in driving recovery in their businesses.

In tough times, many organisations are tempted to cut back on their marketing spend. The Institute’s Paper shows the folly of such a short-term approach, and highlights the damage such actions can cause to brand and profitability in the long term. The Paper shows that it is instead those organisations that increase their marketing spend and remain committed to their marketing activities who do well in recessions and emerge the stronger when recovery comes.

David Thorp, director of research and professional development at The Chartered Institute of Marketing said: “This Paper provides a strong case against panic cuts and for investing in the very people who can prevent the gap between an organisation and its competitors increasing. It will be professional marketers, with creativity, imagination and of course the right budget, who grasp the recession as an opportunity, and lead recovery in their businesses.”