You are right – marketing is an essential business process. As they say, “In business, NOTHING happens unless there’s sales!”

Who are these people you are referring to? Are they CEOs? Business consultants? TV and radio pundits? I wonder what business professional would go on record with such a bonehead statement as “bad times are when you need to cut back on marketing”.

If a company sees so little value in their marketing firm or department’s activities that they would opt to make their first budget cuts there, they should have fired them and hired a better one long before now. What were they doing until the economy hit this road bump? Running through the motions? Where is the accountability? This is such a sad mentality.

The issue isn’t so much about tightening the proverbial belt as it is connecting the dots between marketing activity and results (ROI). Plain and simple. Marketing is an essential business process. It is not, as these narrow-minded demagogues would have their audience believe, corporate narcissism with an inflated price tag.

Any business executive who doesn’t understand the value of marketing – especially in times of crisis – probably needs to be relieved of their duties. They, not the economy, are the folks driving their business into the ditch.

Great post.

Love the new design for the blog, very clear and uncluttered.

Thanks for the comment. Yes, I find it hard to believe myself, but when people are using ineffective marketing and not getting result, it’s tempting to stop – rather than invest in more successful marketing.

As you know, that kind of thinking has ended many a small business.

Thank you for such a useful contribution to my blog and this subject.

The need for great marketing has seldom been stronger. You make a good point.

Thanks for the comment.