Are there any marketing maxims that must be preserved even in bad times?
Yes. I would mention three:
1. Understand your target customers and solve their problems in a better way than your competitors.
2. Build your brand promise that is delivered by everyone in your business network (employees, distributors, suppliers).
3. Innovate continuously in your products, services, and supply chain.
What changes should marketing departments make in these times?
Most marketing departments are tactical, not strategic*. They can do marketing research and marketing communications (ads, brochures), and have other skills for developing and launching a product. But they don't really drive the company's growth strategy. I know of a pharmaceutical company that only calls in a marketer when it wants to decide on the color for a new pill.
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