ICAEW.com works better with JavaScript enabled.

How to market your business during a downturn

If the country you are based in is going through a downturn, the Library & Information Service has a range of resources to help you successfully market your business in difficult economic times.

What's on this page?

  • eBooks
  • Briefings
  • Online articles
  • Small Business Update
  • Useful links
  • Articles and books from the Library

Contact the Library

Expert help for your enquiries and research.

E  library@icaew.com

T  +44 (0)20 7920 8620
F  +44 (0)20 7920 8621

Featured article

Honing the art of frugal innovation
How to do more with less while still improving customer experience. Topics discussed include sustainability, the relevance of partnerships to meet corporate social responsibility commitments, and the boost of the new revenue streams in stagnant markets.

You will need to be logged-in to the website to access this article.

Featured link

Marketing your way through a recession
John Quelch of Harvard Business School identifies eight factors companies should bear in mind when making their marketing plans.

eBooks

The Library provides full text access to a selection of key business and reference eBooks from leading publishers. eBooks are available to logged-in ICAEW members, ACA students and other entitled users.

Terms of use: You are permitted to access, download, copy, or print out content from eBooks for your own research or study only, subject to the terms of use set by our suppliers and any restrictions imposed by individual publishers. Please see individual supplier pages for full terms of use.

Online articles

The library provides access to a range of articles in full text from leading business, finance and management journals. Access to articles is provided to logged-in ICAEW members, ACA students and other entitled users subject to suppliers' terms of use.

Useful links

Keep calm and carry on marketing
White paper on marketing in a recession published by the Chartered Institute of Marketing (CIM) in 2009. The paper argues that those organisations that increase and hone their marketing spend in a recession are those who emerge strongest when recovery comes.

Marketing in a downturn: lessons from the past
Article by Peter Field for the Marketing Society, originally from August 2008 .

Marketing your way through a recession 
Article by Professor John Quelch of Harvard Business School, published on March 3 2008, which discusses eight factors companies should bear in mind when making their marketing plans.

Marketing after the recession 
Article by Professor John Quelch of Harvard Business School, published on March 18 2009, with recommendations for marketers looking to plan ahead after the recession.

Reading room - marketing in a downturn
A selection of articles from the advertising and marketing company WPP

Further resources

Marketing and sales
Articles, books and online resources from the ICAEW Library & Information Service on marketing and sales including brand management, customer relations and marketing plans and strategy

Articles and books in the Library collection

To find out how you can borrow books from the Library please see our guide to book loans.

You can obtain copies of articles or extracts of books and reports by post, fax or email through our document supply service.

Can't find what you are looking for?

If you're having trouble finding the information you need, ask the Library & Information Service. Contact us by telephone on +44 (0)20 7920 8620, by web chat or by email at library@icaew.com.

ICAEW accepts no responsibility for the content on any site to which a hypertext link from this site exists. The links are provided ‘as is’ with no warranty, express or implied, for the information provided within them. Please see the full copyright and disclaimer notice.