Many companies think about cutting back marketing during a downturn.
According to "Turn It Around: When the economy takes a tumble, don't let your marketing go down with it. Stay standing by retuning your message," companies "can successfully market your way through an economic downturn by implementing a recession-minded strategy. It's essential to adapt and retool to find the smartest routes to increasing market share and ROI."
Among the best suggestions is to better understand customer behavior and market to current customers.
Check out the article for some good ideas.