Cutting marketing spending often backfires on businesses – new research could help investors distinguish shortsighted cuts from smart ones
- Written by Andre Martin, Assistant Professor of Marketing, University of Notre Dame
Businesses are often tempted to cut their marketing budgets for the short-term savings it provides – but those cuts can cause problems in the long term. A new study my colleague Tarun Kushwahaand I published in The Journal of Marketing proposes a method for predicting whether these counterproductive cuts will take place up to a year in...
