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?
- Online articles
- Small Business Update
- Useful links
- Articles and books from the Library
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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.
Emerging trends, threats and opportunities in international marketing: what executives need to know
The book is composed of a series of marketing research articles, loosely grouped under four headings: marketing and PR in an uncertain world, competition from emerging international markets, global sourcing and supply chain, and marketing challenges engendered by current events. This last section covers brand management, trade and terrorism, and marketing in the wake of financial crisis.
individual publishers. Please see individual
Keys to success: how to effectively rebrand during a recession
Businesses should view a recession as an opportunity to grow or reinvent their brands instead of just waiting for the recession to end.
Recession-proof your business
Public accounting firms can use publicity to keep current and prospective clients aware of their presence.
Hey, little spender
Small firms have been reducing their marketing expenditure to cope with the recession.
Leveraging business cycle ups and downs
A look at how firms can forecast business cycles and formulate strategies to take advantage of them.
How to market in a downturn
Since no two recessions are exactly alike marketers find themselves in poorly charted waters every time one occurs. But guidance is available.
Small Business Update
Small Business Update is a monthly magazine for SMEs with articles covering the latest regulatory developments, practical advice and hot topics.
Whether your customers are consumers or businesses, there is a good chance you will be fighting a slowdown in sales. Find out what steps you can take to limit the flow of customers away from your business, secure your market position and lay the foundations for recovery.
Disclaimer: These publications from Atom Content Marketing are for general guidance only, for businesses in the United Kingdom governed by the laws of England. Atom Content Marketing, expert contributors and ICAEW (as distributor) disclaim all liability for any errors or omissions.
Keep calm and carry on marketing (PDF 739 Kb/13 pages)
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 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.
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.
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