Impact of the economic recession on marketing – B2C vs. B2B

Research into the investment priorities of marketing managers in the UK revealed that marketing managers in the business to consumer (B2C) sector changed their priorities as a result of the 2008-2010 recession. From a focus on target marketing and the development of value-led propositions at the beginning of the decade, marketers turned to pricing, promotions (particularly … Continue reading Impact of the economic recession on marketing – B2C vs. B2B

Budgeting for Marketers

I am told that there were times when marketers could simply tell the CEO 'Trust me. This marketing programme will deliver great results". I don't know whether this time did exist... but I am pretty sure that this is not the case, now. Marketers need to justify their marketing investment and need to produce various … Continue reading Budgeting for Marketers