How to market in a recession

Marketers should expect a long and difficult 2009. The pressure for proven returns on marketing expenditures will increase, and more agency consolidations and single client-single agency alignments are likely. Marketers should avoid long-term commitments on advertising time and space as spot market rates for media will become progressively more attractive. In this posting, John Quelch outlines eight factors companies should keep in mind when making their marketing plans for 2008 and 2009.