Marketing During and After Recession
George Amissah, Udih Money

Abstract
This paper is a theoretical review of marketing during and after a period of downturn in economic activity, a recession. A recession is a period of contraction of economic activities. Such a period is usually followed by expansionary economic activities. This paper examines marketing during and after a period of recession. Some companies see recession as opportunities to invest aggressively, establish advantage over weaker organizations and strengthen their businesses. Some other firms will take a different approach to an economic downturn. They cut back on their marketing spending and wait for recession to pass. It also reviews some of the marketing strategies that should be utilized if a company is to successfully navigate the economic downturn. It takes a look at those things the company must do to prepare it for the expansionary economic activity period that follows a recession. Finally, it ends with a conclusion and recommendation.

Full Text: PDF