The purpose of this study is to explore marketers’ reaction towards the recession in terms of the applied marketing strategies, tactics and activities and the examination of the marketing budget formulation and its allocation in the context of Greece, where the economic recession is lasting more than six years.

• Prokopis K. Theodoridis(Theodoridis, University of Patras, Greece)
• George J. Avlonitis(Athens University of Economics, Greece)