When you’re under siege – a place many resellers find themselves in this off-the-cliff economy – you’ll find advice at every turn about what you should and should not do with your marketing dollars, what works and doesn’t work in recessionary times, and more. Much of it is very good and useful, to be sure (for example, check out the “Additional Resources” at the end of this article). An ardent and persistent plea is to not cut your marketing budget, a plea that sounds to some like functional myopia from those who know nothing about other business expense realities. The fact is, under revenue pressure, the marketing budget often must take a hit along with everything else. How do you make the most out of what you can retain? Read more »