Advisor: A slow economy may be just the time to increase marketing efforts

Textbooks tout the three rules of marketing: Advertise! Advertise! Advertise! But in a slow economy or times of international crisis, the gut instinct is to slash the marketing budget and wait out the

But many savvy business owners are actually increasing advertising, while others are becoming more creative in developing partnerships and focusing on customer relationships. Businesses are battening down the hatches, but making it a priority to stay on their customers' radar screens.

"We've increased our marketing budget," says Bob Dickson, owner of the Shallows Resort in Egg Harbor. "Now is the time to stay in front of the customer. Instead, I'll do some work I usually hire out."

Marketing experts view a recessionary environment as an opportunity to gain market share with aggressive marketing. Chris Schell, vice president of strategic planning at The Hiebing Group Inc. in Madison, suggests battling the elements by partnering "with customers, suppliers and employees alike to work together to preserve business." He recommends that firms intensify investment in core business, including strategic acquisitions, marketing and R&D spending.