Tell me whether you've heard this one: "All the research shows that companies that spend on marketing during a recession come out ahead of the competition as the economy rebounds." I would estimate that I have heard that statement from a marketer at least once at every conference and networking event that I've attended in the past year. That's a catchy buzz phrase—and if people believe it, even better. As principal of a marketing agency, I need clients to trust in the value of marketing. But here's the thing: What research?
