Marketing budgets shrink when times are tough.Shouldn't it be the opposite?

With marketing budgets under scrutiny, doing more with less is the new black. The fact is that marketing budgets are shrinking in today's difficult economic climate. But, this is the complete opposite of what should actually be happening. When times are tough, its the best time to start marketing. Outsourcing marketing functions is a good way to continue critical marketing functions while managing costs.