Even marketing is told to sell dreams to customers, it must take into account the real power of potential markets consumption that relies on the economic state-of-affairs. If the economic draw-back must change the methods used by marketing strategists or how the crises that lead to under-consumption even for the most common goods affect the publicity budget, it is a fair study to be made. We can only imagine how a commercial for a tiny electric car will appeal the inflated ego of a man from the post-petro/dollar new economic era...But, even the "times are changin'", a merchandiser will always claim his merchandise, so the commercial message, even more blunt, sincere and compelling, must reach the client. Still, nowadays the commercial message is not enough to bring clients and grow the business. The marketer has to become specialist in using the IT facilities, such as marketing decision support systems (MDSS), in the process of taking important decisions: lancing an new product, spreading on a new market, changing the supplier, changing the commercial message. etc. The article shows how useful is MDSS in the process of taking decisions.