{"product_id":"marketing-at-low-tide-how-to-recession-proof-your-marketing-department-paperback","title":"Marketing at Low Tide: How to Recession-Proof Your Marketing Department - Paperback","description":"\u003cp\u003eby \u003cb\u003eAllison Tivnon\u003c\/b\u003e (Author)\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003e\u003cem\u003eMarketing matters just as much, if not more, during economic recessions \u003c\/em\u003e\u003c\/strong\u003e\u003c\/p\u003e\u003cp\u003eIn 2020, the longest period of economic expansion in U.S. history came to a grinding halt. Caught off guard by years of growth and record-breaking profits, architecture, engineering, and construction firms (known collectively as the A\/E\/C Industry) are now reeling and wondering how long the recession will last and how severe the financial impacts will be. \u003c\/p\u003e\u003cp\u003eDuring the Great Recession of 2008-2010, many A\/E\/C firms made deep, devastating cuts into their Marketing departments. These 'cost-saving' measures caused waves of layoffs of marketing professionals across all job categories and levels of seniority. This type of extreme 'disinvestment' in marketing resources hinders a firm's ability to position its brand in the hyper-competitive landscape of a recession. To prevent this from happening again, we must understand the motivations and perceptions that drive firm financial decisions, and review some of the miss-steps marketing departments make when the tide goes out.\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eTo do this, we explore: \u003c\/strong\u003e\u003c\/p\u003e\u003cp\u003eHow recession impacts the A\/E\/C Industry \u003c\/p\u003e\u003cp\u003e'Firm psychology' and how it impacts Marketing departments \u003c\/p\u003e\u003cp\u003e\u003cstrong\u003e4 recession action steps\u003c\/strong\u003e to take immediately \u003c\/p\u003e\u003cp\u003e\u003cstrong\u003e10 Activities Marketing Departments Should Do Every Year\u003c\/strong\u003e to improve agility and strengthen team commitment and morale\u003c\/p\u003e\u003cdiv\u003e\n\u003cstrong\u003eNumber of Pages:\u003c\/strong\u003e 132\u003c\/div\u003e\u003cdiv\u003e\n\u003cstrong\u003eDimensions:\u003c\/strong\u003e 0.36 x 8 x 5.25 IN\u003c\/div\u003e\u003cdiv\u003e\n\u003cstrong\u003ePublication Date:\u003c\/strong\u003e October 19, 2020\u003c\/div\u003e","brand":"Books by splitShops","offers":[{"title":"Default Title","offer_id":42130887213191,"sku":"9781735743707","price":28.98,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0601\/2623\/2711\/files\/e53c95b0acfc27383887a1b5ee3d9e47.webp?v=1732614651","url":"https:\/\/booksby.splitshops.com\/products\/marketing-at-low-tide-how-to-recession-proof-your-marketing-department-paperback","provider":"Books by splitShops","version":"1.0","type":"link"}