Marketing performance simplification as a result of a company's adjustment to the crisis environment

Although theoretically and hypothetically the necessity of a company in marketing grows during a crisis, some empirical observations seem not to (necessarily) prove this conclusion. The results of a qualitative research of Russian enterprises show a difference between the "objective" and "subjective" necessity in marketing, a change in the perception of marketing and of its abilities during a crisis by CEOs of companies investigated, as well as some reasons explaining the obvious simplification and downgrade of marketing in cases investigated. The emphasis in this discussion has been made on new managerial tools having the most significant influence upon the content and quality of marketing performance during a crisis.