Dealing with a downturn

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What's the biggest mistake marketers can make during an economic downturn? According to 60% of the responses to a new American Marketing Association survey, the answer is halting or reducing spending on key marketing programs. The AMA offers the following strategies for enhancing marketing plans in a downturn: shape the message, don't slash the price; focus on who not to target; stand apart from the crowd and invest in innovation; and sustain the brand.

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