摘要：This year, the crisis still persists in all areas of business models in the market and its potential for growth, customer behaviour will change clearly. In this respect, the importance of efficiency will be materialized in the results and objectives. Cutting marketing budgets is not necessarily a solution for companies in this period. Romanian consumers are changing, and if it changes, and then business / SMEs must adapt and therefore communication must adapt. The purpose of this work is to highlight the importance to be given to a fair and consistent communication in time of crisis. This crisis could be an excellent opportunity for many companies who will be held successfully in the mind of the consumer. Therefore, any company must communicate more and better with its customers in time of crisis than in times of economic growth.
关键词：marketing communication; market segments; crisis; budget;marketing; the bakery industry.
