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 that do well in recessions and emerge the stronger when recovery comes.
“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,” said David Thorp, CIM’s director of research and professional development.