In times of crisis, marketing strategies face the challenge of reduced budgets aimed at maintaining company profitability, which often shifts focus away from the development of long-term customer relationships. However, it is clear that marketing is not merely one of the subsystems within a company, but rather the foundation that sustains it. Previous studies indicate that crises affect consumers’ willingness to purchase conventional and non-essential products differently, as consumer behavior during such periods is largely driven by fear and changing needs. This paper aims to analyze the importance of marketing strategies in times of crisis through an integrative review of academic literature, with a particular focus on consumer behavior in Serbia.