MARKETING PRACTICES AND STRATEGIES IN THE COVID-19 ERA

Abstract

The greatest challenge to the world since World War II came in the name of corona virus, codenamed COVID-19 by the World Health Organization (WHO). The pandemic distorted business and business processes, the health and wealth of nations as well as that of individuals. Before COVID-19, people's life revolved around going to office, shopping malls, grocery stores, restaurants, sports etc. But following the lockdowns and mobility restrictions occasioned by COVID-19, this normal was distorted. Hence, consumers have to adapt working from home, learning from home, shopping from home etc. Marketing as a business function that generates revenue that sustains organizations has to fashion out strategies that will help in sustaining business transactions. These strategies revolve around the marketing mix - product, price, place and promotion; otherwise called the 4Ps. This paper therefore x-rays different strategies and practices that were either given birth to or accentuated by COVID-19 and finally recommend the increased usage of some of them due to their benefits to both businesses and their customers.