This research focuses on e-learning and its specific evolution applied to Basic and Secondary Education, taking into account new technological approaches, as evidenced by the marketing of school publishers in Portugal. Marketing strategies depend on educational complexity, and this research explores the possible impulse to promote e-learning in such environment. The research methodology focuses on the needs and motivations for a conceptual framework, including the development of e-learning supply processes, demand formation, and the interaction between supply and demand, which can be enhanced with appropriate public policies. The results of qualitative interpretations confirmed that beliefs about e-learning are generally influenced by most previous implementation processes and are still generally considered an unsurpassed failure. However, the evidence is modified by the new data on the impact that COVID-19 has on the entire educational organization process, specifically on technological dissemination and innovation. Price or free access and training offers forms the basis for the "mise en valeur" while marketing emphases the values of generosity, empathy and sharing of emotions. [For the full proceedings, see ED639633.]