Marketing During and After Recession

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