The influences of economic and financial crisis on the Romanian companies marketing activities are evident in all components of the marketing mix, taking into account that most of them, in particular, small firms have reduced their marketing budget without preparation, by developing a crisis management strategy, which is able to capitalize on opportunities when they arise. This makes the company more organized during the crisis, from a marketing perspective, to dominate competitors less receptive to change. In this context, creativity is needed to lead to significant market share to identify clear opportunities, good ideas being able to launch or save a business.