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August 18, 2021
Today on RBDR: With every economic downturn, so-called marketing experts counsel marketers to maintain, maybe increase their marketing spend and to prepare future plans for the market when it is humming again. P&G understood that, followed the advice, and benefitted as competitors did not act in kind.
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Bart Borkosky: “I don’t think you mentioned it, but among all the other ground broken by P&G is the fact that they were the first, or one of the first, to employ marketing research. As the story goes, Alberta Burke left P&G to start her own marketing research company which is know today as Burke, Inc.”