No one looks forward to a recession, but an economic downturn can provide opportunities. Some of these opportunities come from changes in consumer behaviour, others as a result of reduced marketing activities by rivals (e.g. reduced costs for advertising media).
Associate Professor Rachel Kennedy, from UniSA's Ehrenberg-Bass Institute tackles the topic of marketing in a recession providing insights into pitfalls to avoid as well as possible opportunities.
Associate Professor Kennedy's presentation will draw on history and marketing knowledge to answer some important questions such as:
Can I get away with reducing my advertising spend? Is there benefit in maintaining spend? Should I lower price? Discount more? Are premium new product launches doomed in a recession?
