MarketingWeek: The best marketers will be upping, not cutting, their budgets

News Apr 06, 2020

It may seem like a paradox, but recessionary periods actually provide  fertile grounds for marketers to grow their brand’s market share if  they’re prepared to think long-term.

Roland Vaile completed his Masters at Harvard in 1924. It would be a  quarter of a century before the young Californian, along with fellow  marketing legend Reavis Cox, would publish the masterwork Marketing in  the American Economy. For now, the 25-year-old was building his  reputation and had headed West to become an associate professor at the  University of Minnesota. Vaile wasted no time taking his Masters  dissertation and publishing it in the Harvard Business Review.

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