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Marketing at low Tide: How to Recession-Proof Your Marketing Department (en Inglés)
Allison Tivnon (Autor)
·
Gonogo Consulting
· Tapa Blanda
Marketing at low Tide: How to Recession-Proof Your Marketing Department (en Inglés) - Allison Tivnon
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Origen: Estados Unidos
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Reseña del libro "Marketing at low Tide: How to Recession-Proof Your Marketing Department (en Inglés)"
Marketing matters just as much, if not more, during economic recessions!In 2020, the longest period of economic expansion in U.S. history came to a grinding halt. Caught off guard by years of growth and record-breaking profits, architecture, engineering, and construction firms (known collectively as the A/E/C Industry) are now reeling and wondering how long the recession will last and how severe the financial impacts will be. During the Great Recession of 2008-2010, many A/E/C firms made deep, devastating cuts into their Marketing departments. These 'cost-saving' measures caused waves of layoffs of marketing professionals across all job categories and levels of seniority. This type of extreme 'disinvestment' in marketing resources hinders a firm's ability to position its brand in the hyper-competitive landscape of a recession. To prevent this from happening again, we must understand the motivations and perceptions that drive firm financial decisions, and review some of the miss-steps marketing departments make when the tide goes out.To do this, we explore: How recession impacts the A/E/C Industry 'Firm psychology' and how it impacts Marketing departments 4 recession action steps to take immediately 10 Activities Marketing Departments Should Do Every Year to improve agility and strengthen team commitment and morale
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