The Importance of Marketing Activities during the Economic Crisis

The aim of the article is to present the impact of the global crisis on the marketing activity. In this period of crisis, in order to diminish the negative influences of the crisis, the marketing budgets must be made more efficient. Consumers, especially in a time of crisis, become more careful, get more informed, look for alternatives. Panic is the first negative effect which the economic crisis brings in the consumers’ consciousness. Not all consumers are affected at the same level by the financial crisis. The winners of the crisis are not necessarily the big companies, but those which applied strategic principles and competition strategies. A mistake which a company can make in a period of crisis is that of searching only temporary solutions and abandoning any strategic measures on a medium or long term.