Marketing in the Era of COVID-19

We discuss the effects of COVID-19 on consumer behaviour and elaborate on theconsequences of this disruption for marketing strategies and marketing policies. Thecrisis shows similarities with changes in consumer behaviour and the way marketingis carried out during economic downturns. However, it also displays characteristicswhich differ from downcycles, such as shifts in consumption between categories andthe accelerated shift from offline to online behaviour. This is forced by the re-evaluation of life priorities by final consumers