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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


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.

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.

Survival tactics

The UK's shopping centres proved remarkably resilient during the tough times of the recession. Noella Pio Kivlehan looks at what has kept them going.

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.

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Small Business Update

Small Business Update is a monthly magazine for SMEs with articles covering the latest regulatory developments, practical advice and hot topics.

Keeping customers in the credit crunch


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.

Revising your business plan


A business plan should be reviewed whenever your market or your operation changes. The volatile atmosphere created by the credit crunch has made it even more vital to reconsider targets and strategies.

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.

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 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.

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.