The article contains the analysis of features of marketing communications of companies in the conditions of economic crisis, when, from one side, the financial capabilities of companies are limited, but, from the other side, this is also the period when the necessity of retaining the market share and changing the strategies of companies’ marketing communication increases. The article contains the analysis of the changes in consumers’ behaviour in the conditions of crisis. The results of interrogation of representatives of Latvian companies, conducted under the guidance of the author of the article in order to reveal the directions of changes in their marketing strategies in the conditions of crisis, are also analysed in the article.
The article covers the essence and the key role of marketing communications in the market and business of nowadays, the trends of development of marketing communications – the growing popularity of the Internet, changes in the consumers’ communications, the increased importance of direct marketing, as well as the selection of marketing communications based on the stages of product life cycle. Attention is devoted to the types of marketing communications at a particular stage of buyers’ behaviour. The authors availed of the results of their piece of research of 2011 where they used data of companies, polled consumers with the sample totality of 417 respondents, as well as performed an examination.