Why the marketing budget shouldn't be cut during times of strain?

During times of strain and economic set back, the marketing budget can often be cut first by organisations. Dan White, author of The Smart Marketing Book: The Definitive Guide to Effective Marketing Strategies, explains why this may work in the short term but in the long term be damaging to both brand and business. Dan gives us a masterclass in marketing and brand building, with some tips on how to pivot for success in times of change.