Decades of research studies have shown that investing in advertising and marketing during a recession will enable companies to increase market share and recover more quickly when the recession ends. Nevertheless, the general view is that marketing is one of the first business functions to face budget cuts when times get tough.

It’s now clear that the US economy is in recession because of the impacts of the COVID-19 pandemic. As COVID-19 spread across the country, it quickly became apparent that the pandemic would have a significant impact on marketing. But early in the outbreak – think March and April – there was little evidence on exactly how significant the impact would be or how long…


This is only a snippet of a B2B Marketing Article written by G. David Dodd

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