Abstract:

Strategic planning is gaining everyone’s attention at the present time, after it has proven its benefits and recommended to companies that planning is better than no planning, as today’s world has become full of crises for reasons related to many changes that have occurred in the political, economic, demographic and environmental fields, and institutions and companies seek to overcome and manage these crises, in order to bring about basic developments, all of which require strategic planning represented in the means of crisis management. At the same time, marketing does not stop but rather adapts to emergency conditions and developments, hence the importance of the topic of "marketing in a time of crisis", especially since the whole world is affected by the Covid-19 epidemic, forcing marketers to develop new ways and develop those old methods that they were marketing, because of the desire to continue in business and the ability to reach customers. The aim of this research is to study the impact of modern crisis management strategies on the marketing performance of companies. The secondary data collection method was used to study and compare the research available online. The research also showed some results and recommendations, such as that the most important of which is the necessity of educating employees and involving them in developing the strategic plan and taking their views therein. Organizations should adopt strategic planning as a means and not as an end, as it increases the role of workers in crisis management. And the need for institutions to adopt strategic planning in their work, especially in the long term, and to make maximum use of available resources. Organizations, especially decision-makers, should refer the development of the strategic plan to highly qualified and experienced personnel. Strategic plans include clear programs, systems, and policies for crisis management, provided that this planning is done in advance and not when crises are discovered in the organization.

Keywords: