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Richard Rawlinson on Marketing in a Downturn

July 2009 - By Dr. Nagendra V Chowdary

Every marketer has to balance marketing and margins, and it is simply a manifestation of the age-old trade-off between tomorrow and today. The key question is whether your investment today in margin foregone gives you more benefits tomorrow, and that in turn depends essentially on the growth of the market and whether you can keep or extend your competitive position.
—Richard Rawlinson
Effective executive interview with Richard Rawlinson on Speaks on Marketing in a Downturn

Richard Rawlinson is a Vice President of Booz & Company, the international general management consulting firm. Based in London, he has worked all round the world, including seven years in Asia. He consults throughout the leadership agenda for consumer intensive companies. He has extensive experience with large, international businesses in consumer, corporate and competitive strategy issues, and in competition regulation as a member of the UK's Competition Commission. He graduated from Oxford University and Harvard Business School, where he also served as a research fellow.

Useful for Understanding of:

  • Marketing should be seen as an investment not as a cost
  • What should be the priority of the companies? Maintaining market share or maintaining the margins
  • How should companies communicate with their customers during downturn?
  • How should small firms organize their marketing spends?
Originally Published in Effective Executive, IUP
Effective Executive Reference No. 03M-2009-07-10-06
IBSCDC Reference No. INT0105
Year and Month of Publication July 2009
Keywords Richard Rawlinson, Marketing should be seen as an investment not as a cost, What should be the priority of the companies? Maintaining market share or maintaining the margins, How should companies communicate with their customers during downturn?, How should small firms organize their marketing spends?


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