Quite the opposite, John Quelch, Dean of the Miami Herbert Enterprise College on the College of Miami and Katherine E. Jocz, former VP of Analysis Operations on the Marketing Science Institute, found that will increase in marketing spend by companies throughout recessions have “boosted financial performance throughout the year following the recession.” Moreover, evaluation of the PIMS database by marketing specialists Alexander L. Biel and Stephen King found that companies which elevated advert spend throughout a recession elevated their market share because the recession subsided.