期刊名称：Annals of the University of Craiova: Economic Sciences Series
印刷版ISSN：1223-365X
电子版ISSN：1843-3723
出版年度：2009
卷号：1
页码：1-6
语种：English
出版社：Universitaria Craiova
摘要：The economic and financial crisis affected all the economic sectors,spreading all over the world.The retail sector had to adapt to their customers ´preferences and needs,which according to Ang,Leong & Kotler (2000) change in times of financial crisis.The purpose of this paper was to examine how Romanian retailers adapt their marketing strategies to the changing consumer buying behavior during the financial crisis.A qualitative method was chosen for this research,and the empirical data was gathered from two companies in the Romanian retail sector: Real Hypermarket and Carrefour.Both companies observed some changes in the behavior and preferences of their customers,so they implemented some marketing strategies during the crisis.The research may be useful for companies being in a similar situation,in order to see how the crisis can be managed.
