It depends.

If your company is burning furniture to heat the offices, yes … cut the budget! Go through the grieving process, get over it and be the leader your company needs you to be in difficult times.

If your company is viable and competitors are struggling, this is the time to be aggressive. It might be wise to INCREASE your spend. The recession will sort out the weak competitors. Are you going to be a market leader when the economy comes back or teetering on collapse? The marketing money you spend NOW can determine your future to a large extent.

In either case, this is a time to show leadership and be excellent stewards of the marketing budget. It’s time to re-think your spend, re-negotiate media contracts, get closer to your customers, and re-focus on short-term value-oriented products the market needs.

If you’re interested in learning more about this topic, I have a number of longer articles on recession-marketing available for free on my website www.businessesGROW.com.