McGraw-Hill on Marketing in Recessions

A good friend just shared this with me. I think it’s worth posting to share with others.

McGraw-Hill Research: Research shows that maintaining, and even increasing, your marketing investment during an economic downturn is one of the best investments you can make. McGraw-Hill Research analyzed 600 companies from 1980-1985. The results showed that business-to-business firms that maintained or increased their marketing expenditures during the 1981-1982 recession realized significantly higher sales growth, both during the recession and for the following three years, than those that eliminated or decreased marketing. By 1985, sales for companies that were aggressively marketing during the recession years had risen 275%. Those companies that didn’t keep up their marketing grew just 19% in this same period. This fact has held true for all post-World War II recessions, starting in 1949, as studied by The American Business Press.