A contribuição do marketing nos desafios encontrados pelos microempreendedores na pandemia da Covid-19.

Abstract

The World Health Organization (WHO) recognized Covid-19 in March 2020 like a pandemic. Parallel to this, this panorama caused a global economic recession, leading to several challenges for microenterprises (MEs). From this perspective, marketing it was a fundamental tool to help many organizations remain. This one The objective of this work is to evaluate published works about the contribution of marketing in the challenges found by microentrepreneurs in the context of Covid - 19. The method chosen was a bibliographical analysis with a qualitative research of the descriptive type in the Scientific base Electronic Library Online (SCIELO). The study takes into account the period from 2021 to 2023, with a population of 397 articles and a sample of 5. The results show that, the impasses generated by Covid-19 are similar in the analyzed establishments. yet, the marketing and its strategies were used and it was verified that these strategies are viable to face the crisis. It is hoped that this research will help organizations in this period of adversity. Finally, further investigations on the subject are advocated.