Consumers, businesses, and governments during an economic crisis: A marketing perspective

Abstract

The purpose of this chapter is to highlight how consumers are affected from a crisis and reveal a marketing perspective for businesses to struggle with economic crisis. From this point of view, marketing strategies and marketing mix revisions were discussed and government interventions affecting marketing strategies were also examined. Consumers' purchasing behaviors in crisis are affected from personal, cultural, environmental or financial factors. Segmentation and proactive marketing are the key elements for businesses in order to cope with the crisis. Government interventions during crisis can be classified into two groups, increasing the domestic demand and supporting the financial stability. © 2018 by IGI Global. All rights reserved.