Marketing management is one of the most important activities of a company whose goal is to undertake various marketing activities. Targeted strategies affect marketing success and the decisions that companies make in marketing management, their way of techniques and marketing tools can improve the market performance of the business entity. The outbreak of coronavirus in the world caused a global health crisis and the spread of respiratory infections, which soon after caused a serious social and economic crisis in the world. Trying to limit the social interaction of people with a temporary ban and reductions in economic activities, the world faced great challenges. Most industries have experienced a reduction in economic activity, layoffs and wage cuts, but at the same time, business opportunities have opened up for innovative products or alternative ways of doing business. Through the process of planning and implementing the creation of ideas, products and services, and determining their prices, ways of promotion and distribution, companies otherwise manage marketing, and the dynamic turnaround due to the pandemic has changed each of these aspects in some way. Under the influence of coronavirus, the process of digitalization of companies has significantly accelerated, and digital marketing has proven to be an immune tool for the promotion of products and services despite the devastating effects of the pandemic on society and the economy. The challenges faced by companies have not been exploited by some, which has had a devastating impact on their brand, but some companies in the pandemic are challenging the crisis to build a stronger brand for the future. The paper will present examples of good practice of industries and companies that have managed marketing in ways that have recognized the change in consumer habits and adapted to the new situation.