November 12, 2008
The Right Decisions in a Downturn
By Mark A. Taylor Faced with economic downturns like those we”re experiencing now, many businesses make their first cuts in the marketing department. The conventional wisdom (which is often anything but wise) says we can”t afford advertising and publicity when revenue is falling behind budget. Such thinking ignores the fact that we must work twice as hard to make the sale when economic times are hard. Sometimes business should up the promotion when income is down. Unfortunately, some churches make a similar mistake. Faced with falling offerings, they retreat and retrench. They miss the great opportunity before them when tough
