Saving Money by Selling Less? Really?

goobsaleOne of the most experienced commentators on the South African marketing scene, Chris Moerdyk, hits the nail on the head with his take on the cycles of adspend.

It is strange, how, with almost boring regularity, company boards decide to tighten their belts whenever the economy gets sluggish — and marketing is usually the first one to take the hit. Why is that? We all know that marketing is the driver for sales, so why cut back when what you actually want to do is increase sales?

Moerdyk analyses the phenomenon (which we’re seeing right now), with his typical tongue-in-cheek style, in this piece on Good reading ahead of the long weekend. (Happy Workers’ Day!)