Proper Approach to Marketing Crucial in Recession, Expert Says

Marketing strategy should be an important component of any business even during a recession, says Phil Allen, president of GEMS Europe (Zug, Switzerland). Allen outlined his thoughts on chemical marketing and strategy, especially during economic downturns, at CW’s January 21 webcast “Critical Marketing Tools for Surviving Tough Times.” While many companies tend to slash marketing budgets during recessions, this is not necessarily the correct course of action, Allen says. “Marketing will not help you buck the trend and avoid a recession...

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