Marketing During and After Recession

International Journal of Business and Social Science Vol. 6, No. 9(1); September 2015

9 Pages Posted: 28 Jun 2021

See all articles by George Amissah

George Amissah

University of Benin - Department of Business Administration

Udih Money

Federal University of Petroleum Resources

Date Written: September 2015

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.

Keywords: Recession, Marketing budgets, Economic downturn, Expansionary period

Suggested Citation

Amissah, George and Money, Udih, Marketing During and After Recession (September 2015). International Journal of Business and Social Science Vol. 6, No. 9(1); September 2015, Available at SSRN: https://ssrn.com/abstract=3868204

George Amissah (Contact Author)

University of Benin - Department of Business Administration ( email )

Ugbowo-Lagos Road
Ugbowo, Benin City, Edo State PMB 1154
Nigeria

Udih Money

Federal University of Petroleum Resources

P.M.B 1221
Effurun, Delta State
Nigeria

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