To spend or not? Reibstein says wait
Conventional wisdom says marketers should spend more in bad economic times to stand out from competitors who may be cutting their spending. But such thinking needs to be re-examined in this downturn, says David Reibstein, professor of marketing at The Wharton School and a speaker at AMA’s Mplanet conference.
Reibstein, in an interview at the Mplanet studio Wednesday, said he expects the current recession to be a long one. Cutting marketing spending in such areas as new customer acquisition and long-term brand building can make sense in a longer downturn, he contended. The challenge comes in trying to anticipate when the recession will end so spending can be racketed up as it is ending, he said.
Posted by John Frank on January 28, 2009 9:11 AM | Permalink | Comments (0) | TrackBacks (0)
Leave a comment