What It Takes to Increase Marketing in a Recession

According to Dr. Gary Lilien, who co-wrote a 2005 report titled “… Does Proactive Marketing during a Recession Pay Off?”, companies must have three characteristics to succeed by increasing marketing in a financial crisis:

1. An emphasis on marketing within the company.
2. An entrepreneurial culture - the nerve to do it.
3. Money.

Should You Up Your Marketing During a Recession? [via BNET Intercom].