Exhibition World Issue 5 — 2020 | Page 40

“ During recessions , of course , people set stricter priorities and reduce their spending . As sales start to drop , businesses typically cut costs , reduce prices , and postpone new investments . Marketing expenditures in areas from communications to research are often slashed across the board — but such indiscriminate cost cutting is a mistake .”

Harvard Business Review 2009

‘ Going Dark ’ is a short term fix and could cause longer term challenges

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