American Marketing Association Toronto Chapter

Marketing in a Recessionary Economy - What Does it Take to Win?"

Much has been publicized recently on effective recessionary marketing - and rightfully so. Although there are conflicting opinions around the merits of marketing investment (or spending - depending on who you ask), industry leaders agree that all companies/brands want to emerge from this recession in a stronger competitive position.

The topic of the AMA expert panel discussion is Marketing in a Recessionary Economy: What does it take to win? The panel composed of marketing experts representing a range of industries was moderated by Patricia McQuillan, President and Founder of Brand Matters.

Discussion focused on the following areas:

• How to build brand equity in the face of shrinking budgets
• How to optimize the balance of short-term and long-term marketing programs
• Best examples of marketing programs given current economic challenges
• How to continue to deliver MROI
• How will marketing change in the future

Our panel included two panel-audience interactive segments moderated by Brand Matters.