ABSTRACT
This chapter seeks to examine the crisis management–marketing nexus. The basic aims of this chapter are to gain an understanding of the literature on crisis management and to see how marketing efforts can be used to address these issues. In line with this, the chapter provides a synopsis of the steps involved in preparing for and dealing with crisis and the lessons that can be drawn in the aftermath of such events. It does so by placing a particular emphasis on developing strategies to overcome the issues inherent in it. The issue for this chapter is to understand the market situation that confronts institutions especially when they are presented with crisis situations and how they can deal with these critical challenges.
