Business managers are being advised to consider marketing as an integral part of their investment budget. Most businesses strike off marketing cost when they begin to record low returns but Managing Director of Accra Brewery Limited, Gregory Metcalf says it’s during such periods that marketing must be made a priority. He spoke to Joy Business after he delivered a lecture organized by the Chartered Institute of Marketing Ghana. “The fact is that if you want to build your organisation in a recovery, you need good brands, good products, that people believe them and you need good skills and when you’ve and cut those out of your business, then you are in a weak position to grow.” Under such circumstances, competitors who didn’t cut spending in marketing, but rather invested - during the tough times - in good strong brands, “has got the consumer’s eye and he is the one who is going to grow.”