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This article reflects the basic summary of observations achieved in the primary marketing research realized within lessons of Marketing of services carried on Silesian University in Opava, OPF in Karvina in 2010. The main task of the research was to find whether and in which ways the economic crises affects marketing strategies of companies providing services. Marketing strategies shall be represented by elements of marketing mix. For needs of this article we have chosen companies whose activities help the tourist trade development, i.e. companies providing services in hotel industry, accommodation and tourism. Data achieved from this research are valid for the time period of the beginning of the economic crises, i.e. till the end of the year 2009. Introduction Financial and economic crisis dated in 2008 2009 affected the life of numerous individuals, companies and countries. Specialists, investors, contractors as well as employees have been interested in matters which caused such crisis that started in 2008 and run through 2009. Within lessons of Marketing of services, Silesian University in Opava, OPF in Karvina made the marketing research concerning companies providing services in 2010. The aim of the research was to discover whether and how the economic crisis affects marketing strategies (that are presented by elements of marketing mix). For purposes of this article we have chosen companies involved in the tourist trade development, i.e. companies providing services in hotel industry, accommodation and tourism. In total 74 companies took part in the research. Data achieved in the research are related to the time period of beginning of the crisis, i.e. year 2009.

GLOBAL ECONOMIC CRISIS AND MARKETING DEFENCE OF THE TERTIARY SECTOR