What’s the biggest mistake marketers can make during aneconomic downturn? According to 60% of the responses to a new AmericanMarketing Association survey, the answer is halting or reducing spending on keymarketing programs. The AMA offers the following strategies for enhancingmarketing plans in a downturn: shape the message, don’t slash the price; focuson who not to target; stand apart from the crowd and invest in innovation; andsustain the brand.
