Marketing in a Crisis: The Case of the Covid-19 Health Crisis

  • Salma CHOUFARI Mohammed V University of Rabat, Morocco
  • Morad SBITI Mohammed V University of Rabat, Morocco
Keywords: Crisis ; Marketing ; Strategy ; Crisis marketing ; Pricing ; Consumer behavior


Since its emergence in late 2019 in China, the coronavirus (Covid-19) has become a global pandemic in a short time, with more than 6M confirmed cases worldwide. This epidemic has impacted sectors of the economy and all populations. It has therefore caused a major financial and economic crisis worldwide. On the other hand, several companies have been negatively impacted by this crisis, resulting in bankruptcy, loss of jobs, loss of customers, etc. Therefore, in order to adapt to the challenges of this crisis, it is necessary to implement marketing strategies to ensure the continuity of the company's activity and retain its customers. And since consumer behavior has changed a lot during this crisis period, it has become impossible to stay in business without adapting the offer to this new consumer. To do this, you have to rely on marketing. In this article, we will answer the following question: How to set up a Crisis Marketing strategy in the Covid-19 period? Through an analysis of the scientific literature of the concepts related to the crisis, the crisis marketing, and a quantitative study for Moroccan marketers.

Generally, digital strategies are becoming more and more important. After all, online sales and communication is the best way to move forward and react to situations in real time, so it is necessary to focus on the right target group and experiment with different marketing methods to limit the damage of the crisis. During a crisis, marketers must project an image of reliability and professionalism. They must show customers that they have found what they were looking for despite the difficult circumstances. This is an opportunity for them to reflect on other core values of the company and promote an alternative image.


Keywords : Crisis ; Marketing ; Strategy ; Crisis marketing ; Pricing ; Consumer behavior

JEL Classification : M31

Paper type : Empirical Research


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How to Cite
CHOUFARI, S., & SBITI, M. (2022). Marketing in a Crisis: The Case of the Covid-19 Health Crisis. International Journal of Accounting, Finance, Auditing, Management and Economics, 3(6-2), 337-348.