When prices are going up all around you, the pressure to trim costs can be intense. Marketing spend is often an easy target for cost-cutting and it can feel as if your only option is to do a bit less of everything. After all, trimming a bit of ‘spare fat’ around the edges isn’t going to make a significant difference, is it? Maybe not, but that masks two issues. Firstly, when the going gets tough, the tough get going. Carrying on as before, only doing a tiny bit less, is rarely a recipe for success in tough economic times. Secondly, if your …
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