Maintaining Marketing Spend In Recession Pays Off, Says CIM

Three quarters of UK company directors claim that in refusing to cut their marketing budgets in the latest recession they maintained or increased their market share, despite the economic downturn. These are the findings of new research by the Chartered Institute of Marketing (CIM).

The CIM survey shows that 69% of companies have resisted the temptation to cut their marketing spend for 1999. The research also showed that two thirds of directors think that recession will be averted next year, with 42% being more optimistic about the economy than they were six months ago.

Ray Perry, director of marketing at CIM, says: “It is a major finding of this survey that not only can cutting marketing spend make a company’s market share more vulnerable to competition but, if businesses reduce costs across the board, the resulting domino effect can induce the very recession they all fear.”

Chartered Institute of Marketing: 01268 427 033