One of the great myths about marketing is that management will see the logic of increasing marketing efforts during periods of economic turndowns. A client, who had a Harvard MBA, once told me that under these circumstances he knew he should increase marketing. But, he said, he just didn't feel like it. He just fired people to cut costs. It was like throwing one of the kids overboard when an overload starts to sink the boat.

There are, indeed, things to worry about when the reality, and the news about the reality, is fraught with danger. If you manage your firm, and watch clients retrenching, you worry about your firm's viability. If you're an employee, you worry about job security. If you're responsible for long or medium range planning, taking to strong drink will certainly pass through your mind.

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