Allison Tivnon

Marketing at Low Tide

How to Recession-Proof Your Marketing Department

• Broschiertes Buch

Produktbeschreibung

Marketing matters just as much, if not more, during economic recessions! In 2020, the longest period of economic expansion in U.S. history came to a grinding halt. Caught off guard by years of growth and record-breaking profits, architecture, engineering, and construction firms (known collectively as the A/E/C Industry) are now reeling and wondering how long the recession will last and how severe the financial impacts will be. During the Great Recession of 2008-2010, many A/E/C firms made deep, devastating cuts into their Marketing departments. These 'cost-saving' measures caused waves of layoffs of marketing professionals across all job categories and levels of seniority. This type of extreme 'disinvestment' in marketing resources hinders a firm's ability to position its brand in the hyper-competitive landscape of a recession. To prevent this from happening again, we must understand the motivations and perceptions that drive firm financial decisions, and review some of the miss-steps marketing departments make when the tide goes out. To do this, we explore: How recession impacts the A/E/C Industry 'Firm psychology' and how it impacts Marketing departments 4 recession action steps to take immediately 10 Activities Marketing Departments Should Do Every Year to improve agility and strengthen team commitment and morale

Produktdetails

• Verlag: Suzi K Edwards
• Seitenzahl: 132
• Erscheinungstermin: 19. Oktober 2020
• Englisch
• Abmessung: 203mm x 133mm x 8mm
• Gewicht: 229g
• ISBN-13: 9781735743707
• ISBN-10: 1735743704
• Artikelnr.: 60413402