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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
  • Online articles
  • Useful links
  • Articles and books from the Library

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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.

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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.


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. If you are unable to access an eBook, please see our Help and support advice or contact library@icaew.com.

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 leading business, finance and management journals. These journals are available to logged-in ICAEW members, ACA students and other entitled users subject to suppliers' terms of use.

Marketing in a recession: the one fundamental question

The biggest marketing question to answer during a recession is: 'How do we build trust?', Logan Wedgwood suggests. Five pointers for building trust and confidence through your marketing are shared by the author.

Strategies during recessionary times

This article addresses the strategic behavior adopted by U.S. firms to deal with the Great Recession of 2008 to 2009. The strategies discovered from othe research provide strong tools for companies to deal with economic shocks. Understanding strategies, including marketing strategies, that work and avoiding strategic mistakes could make the difference between surviving or folding during economically turbulent times.

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.

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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.

How to market in a downturn
Article by John Quelch and Katherine K Jocz in the April 2009 edition of Harvard Business Review.

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 through our document supply service.

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