Electronic copy available at: http://ssrn.com/abstract=1992626 Electronic copy available at: http://ssrn.com/abstract=1855681 1 INSIGHT INTO CONSULTING COMPANIES’ PRESCRIPTIONS FOR SUCCESS IN THE ECONOMIC DOWNTURN: A MARKETING PERSPECTIVE Magdalena KRZYŻANOWSKA Kozminski University ul. Jagiellońska 57/59 03-301 Warsaw, Poland mkrzyz@kozminski.edu.pl Jolanta TKACZYK Kozminski University ul. Jagiellońska 57/59 03-301 Warsaw, Poland jtkaczyk@kozminski.edu.pl Abstract: Given that a business management consultancy plays an important role in helping organisations deal with change in an economic downturn, the objective of the paper is to identify what consulting firms suggest organisations should do in response to the current recessionary pressures, and how they see the role of marketing activities within the proposed spectrum. So far, at least some researchers have advised not to cut back on marketing activities when economic conditions become tightened. Yet, there is evidence that practitioners do not share widely this opinion and engage in other activities that are seen by them as more effective. Thus, it is our contention that marketing may play a less important role within organisations than it is assumed by the academic world, unless top managers change their attitudes towards marketing under the influence of consulting companies. The identification of consulting firms‟ prescriptions for success in an economic downturn sheds light upon the possibility of such a change. The arguments and conclusions presented in the paper improve understanding of the real role marketing can play within organisations in down times. The analysis is based on current material published by consulting companies and research on business reactions to the crisis of 2008. Keywords: marketing, management consultancy, economic downturn