CIM paper provides case against marketing cuts

The Chartered Institute of Marketing (CIM) is to publish and launch a whitepaper on the role of marketing in a recession on 23 April at the Hatton in central London.

The paper shows that those organisations that increase their marketing spend in a recession are the ones who emerge strongest when recovery comes.

The whitepaper features contributions from leading thinkers and practitioners and sets out a case for the key role marketers have in driving recovery in their business.

In tough times, many organisations are tempted to cut back on their marketing spend.

The CIM's whitepaper shows the folly of such a short-term approach, and highlights the damage such actions can cause to brand and profitability in the long term.

The whitepaper shows that it is those organisations that increase their marketing spend and remain committed to their marketing activities that do well in recessions and emerge stronger when recovery comes.

David Thorp, director of research and professional development at the CIM, said: 'This paper provides a strong case against panic cuts and for investing in the very people who can prevent the gap between an organisation and its competitors increasing.

'It will be professional marketers, with creativity, imagination and, of course, the right budget, who grasp the recession as an opportunity, and lead recovery in their businesses,' he added.

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