Businesses should do what they can to avoid cutting back on marketing and sales efforts, despite the current economic uncertainty, the British Chambers of Commerce (BCC) has advised.

According to John Dunsmure, managing director of the BCC, firms should be focusing on a number of practical areas during the credit crunch, including their business plans and sales, marketing and customer service strategies.

"This is not the time cut back on your sales and marketing, but to really focus on it," he said.

Douglas Brooks of Media Post asserted that marketers need to develop a greater understanding of online and offline media and suggested that doing so could prevent them from missing marketing opportunities.

He also suggested that social media will be an area of key research and development for online marketing professionals in the near-term, with 28 per cent of American firms planning to gain a greater understanding of its influence in the coming two years.

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