Abstract
In 1975, Cundiff (1975) wrote an editorial in the Journal of Marketing titled, What is the Role of Marketing in a Recession? The 1974/1975 recession was more damaging to the economy than any recession since the Great Depression. Implicit in his editorial was the momentary concern corporations would emphasize cost reduction over marketing innovation to insure their short-term survival. Numerous articles were published in response to his article about how marketing and consumers appeared to be changing during the period.
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