Drilling for success

With a bleak economic outlook, companies will be looking at cost-cutting exercises to help them through the difficult times ahead. Marketing budgets are often the first to be slashed when companies look to save money despite a raft of research and case studies proving that they can benefit significantly in a recession by spending money in this area. Cutting costs is, of course, only half the solution and, whether a large national brand or a small IFA firm, companies need to generate revenue meaning that they still need customers. Companies have a number of choices in this environment: cut...