Over last few month’s every day we hear about worsening financial situation depressing economy and roughening business environment. ‘Credit crunch’, ‘Recession’ and ‘economic downturn’ are words that are more likely to be heard over the radio, read in the newspapers and blog casts. During this difficult time when many businesses are forced to introduce rigid budget cuts, there are areas we should be very careful about when introducing savings. So as you tighten your belt beware of your competitors winning your market share. The competition is tougher; the customer bargaining power increases as well as their demands. Is it really good idea to save on marketing in this situation? Would you put it on hold or rather find a clever way to get around?