O USO ESTRATÉGICO DO MARKETING DURANTE A PANDEMIA DA COVID-19

Abstract

The pandemic caused several problems for organizations, among them the financial sector was the most affected. The creation of marketing strategies during this period were extremely important for companies to be able to overcome the crisis that took place in a considerably unexpected way. This study is important, as it demonstrates how Brazilian micro and small companies managed to survive an economic crisis. The objective of the research is to point out the strategic use of marketing during the COVID-19 pandemic, using the method of bibliographic research through an exploratory study. Therefore, studies prepared by Kotler and Armstrong (2015), Las Casas (2007), KEEGAN (2005), Nascimento (2011), Ribeiro (2020) were used. The first results of the research indicate that the micro and small companies that remained open used digital marketing as their main strategy.