Study of Trade Marketing in Mass Consumption in Pospandemic Latin America (2021-2023)

Abstract

The arrival of the Covid-19 pandemic brought about major changes in the retail sector, specifically within the trade marketing sector for consumer goods. The objective of this study is to study the changes that were originated in the consumer goods sector, relating it to trade marketing and its application within the sector; this, within the temporal context after the pandemic; that is, from the years 2021 to 2023. For this purpose, a consultation and a subsequent systematic analysis of different bibliographic sources specialized in the topic were carried out, of which 11 scientific articles were selected. This through the purification with the PRISMA method. Said analysis managed to determine which were the changes that occurred within the trade marketing sector for consumer goods in the mentioned years, in terms of strategy, technology applications and points of sale, mainly.