Expecting Transformation of Marketing During the Post-Pandemic New Normal: Qualitative Research of Marketing Managers in Georgia

COVID-19 has impacted economic and social dimensions around the globe. It triggered changes in consumer behavior requiring marketing efforts to be rethought from the sustainability point of view. The presented research is motivated by the recent article by P. Kotler discussing the new role of marketing and seeks to explore the effects of the pandemic on marketing and outline post-pandemic tendencies. The qualitative research approach was applied to interview marketing managers in Georgia to analyze the impact of the crisis on marketing management. It also reveals opportunities for marketing in post-pandemic times and sheds light on factors for marketing transformation. The research emphasizes the advantages of digital marketing and illustrates the skills marketing managers should have. The findings outline that marketing strategies should transform towards more ethical and sustainable marketing in accordance with the current changes. The paper concludes by suggesting future studies.