Marketing in the Economic Crisis

Brunello Adrian () and Petrusca Claudia-Ioana ()
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Brunello Adrian: „Alexandru Ioan Cuza” University of Iasi, Doctoral School of Economics,
Petrusca Claudia-Ioana: „Alexandru Ioan Cuza” University of Iasi, Doctoral School of Economics,

Ovidius University Annals, Economic Sciences Series, 2010, vol. X, issue 2, 98-103

Abstract: The current financial crisis has spread around the world and no business sector has stayed untouched. Some companies in different sectors have been forced to close down or lay off employees, companies while others simply have to adapt to their customers´ preferences which are continualy changing in times of financial crisis. When a financial crisis occurs, customers change their buying behavior. Therefore companies have to adapt their marketing strategies and particularly the marketing mix, to be able to satisfy the customers’ new needs and desires. The paper focuses on the main aspects which influence the elements of the marketing mix and marketing strategy a firm has to addapt in order to survive to the financial crisis.The purpose of this article is to examine how marketing strategies can meet the customers changing buying behavior in these times of financial crises.

Keywords: financial crisis; marketing strategy; marketing mix; economic downturn; brand (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2010
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Persistent link: https://EconPapers.repec.org/RePEc:ovi:oviste:v:10:y:2010:i:2:p:98-103

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