When top line revenue declines (like during a recession), spending cuts often look like a great option for lifting your bottom line. You know what I’m talking about—layoffs and budget reductions.
While I think it’s financially wise to look at how we spend each of our business dollars, and while I concede that some budgets can afford to be trimmed (e.g. travel), one area I wouldn’t touch is marketing. In fact, I might expand it….
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