Comunicazione di marketing alla prova della pandemia: le imprese raccontano

The paper presents the results of a in-depth survey on the evolution of marketing communication among Italian companies during the early stage of the Covid-19 pandemic. Through first-hand testimonies from companies’ communicators, entepreneurs and decision makers, the research explored strategies and activities put in place to inform, reassure, and engage current and potential consumers, as well as other key marketing stakeholders, from March to December 2020. From a review of the main scientific studies and context sources, 101 interviews were collected to explore both risks and opportunities that the emergency offered to marketing relationships, in the context of a medium- and long-term repositioning (which is still in the making) of strategic communication paradigms.