Like
governments
throughout
the
world,
many
businesses
choose
a
policy
of
austerity
over
growth.
This
is
a
false
debate:
companies
need
both
an
austerity
and
a
growth
approach
to
marketing
investment.
There
is
no
situation
that
would
require
one
and
not
the
other.
Promotional
spend
is
the
investment
needed
to
reach
new
customers
—
and
to
maintain
an
existing
customer
base.
Customers
are
at
the
core
of
any
business,
so
don’t
think
of
your
marketing
as
a
non-essential
overhead;
that
could
be
a
costly
mistake.
When
looking
at
marketing
budgets,
management
sometimes
considers…
