Company’s Reactions to the Challenges of the Global Economic Crisis
Company’s Reactions to the Challenges of the Global Economic Crisis

Summary/Abstract: The article presents the importance of increasing the marketing communication role in international economic crisis context. Thus, firms must use ”corporate communication”, viral marketing. The paper stresses the importance of developing corporate communication which consist in integrating sensitivity and a communication policy to the highest level of business management, the new concepts are: identity, culture, project of firm. The importance of using viral marketing in crisis context is highlighted by the positive impact on sales and reduced costs. Also, the paper presents trends imposed by the global economic crisis in the field of production and sales of clothing, respectively the company`s reactions to the challenges of the global economic crisis.

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