Even when the economy looks bad your marketing doesn’t have to suffer, says Dominique Hanssens, Bud Knapp Professor of Marketing and the Marketing Area Chair at UCLA’s Anderson School of Management. In fact, Hanssens, who recently served two years as the executive director of the Marketing Science Institute in Cambridge, Mass., and whose courses Andersen include Marketing Strategy & Planning and Research in Marketing Management, thinks a downturn is one of the best times for marketing to shine.
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