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The impact of economic downturns on marketing

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  • Rollins, Minna
  • Nickell, David
  • Ennis, Justin

Abstract

The Great Recession of 2008–2010 affected the global and U.S. economies and its companies more universally than any economic downturn since the Great Depression. This study explores how the Great Recession influenced the marketing decisions of firms and the resulting long-term effects on marketing within business-to-business companies. Empirical evidence from previous recessions suggests that companies should focus on their customers and increase their marketing efforts during a recession. However, many companies typically slash their marketing budgets during economic downturns. Authors found that during the Great Recession, companies reacted differently than in previous recessions with their marketing responses. Authors conclude their analysis by proposing that the Great Recession will have three long-term effects on marketing in business-to-business companies.

Suggested Citation

  • Rollins, Minna & Nickell, David & Ennis, Justin, 2014. "The impact of economic downturns on marketing," Journal of Business Research, Elsevier, vol. 67(1), pages 2727-2731.
    • Handle: RePEc:eee:jbrese:v:67:y:2014:i:1:p:2727-2731
    DOI: 10.1016/j.jbusres.2013.03.022
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    References listed on IDEAS

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    1. John O’Neill, 2009. "Market," Chapters, in: Jan Peil & Irene van Staveren (ed.), Handbook of Economics and Ethics, chapter 42, Edward Elgar Publishing.
    2. Robert Picard, 2001. "Effects of Recessions on Advertising Expenditures: An Exploratory Study of Economic Downturns in Nine Developed Nations," Journal of Media Economics, Taylor & Francis Journals, vol. 14(1), pages 1-14.
    3. Pearce, John II & Michael, Steven C., 1997. "Marketing strategies that make entrepreneurial firms recession-resistant," Journal of Business Venturing, Elsevier, vol. 12(4), pages 301-314, July.
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    Cited by:

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