Author: Alicia de la Peña
Publisher: CRC Press
ISBN: 1000608948
Category : Business & Economics
Languages : en
Pages : 242
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Book Description
Marketing by Contingency in the Time of Covid-19: Overcoming Business Crises and Meeting Marketing Challenges provides conceptual and empirical evidence from a marketing and business perspective about how firms and nonprofit organizations in developing countries have coped with the Covid-19 pandemic. The Covid-19 pandemic became not only a health threat but also a business threat and challenge. This book analyzes successful—and failed—marketing strategies that have been implemented by renowned and emerging firms and nonprofit organizations in reaction to the unprecedented market situation caused by the Covid-19 pandemic. Using case studies, the chapters identify the elements that were critical for strengthening a product or company’s brand value, consumer satisfaction, and loyalty during this time of crisis and uncertainty. The information and experiences shared here show how organizations learned to be resilient and reacted to challenging market situations using creativity and innovation to present consumers with prompt solutions to cover their most basic needs. Topics cover brand engagement, influencer marketing, building consumer trust, navigating restrictive conditions using analytics and predictive modeling, internal marketing, and more. Key features: Presents and assesses strategies to react to business challenges—both economic and social Provides conceptual and empirical evidence on how to deliver value to consumers in times of uncertainty Shows the reality faced by businesses and nonprofit organizations when a crisis emerges Evaluates the critical role of social media and e-commerce as strategic resources to help business and nonprofit organizations survive—and even grow—during a crisis Examines the role of internal marketing during a pandemic The successes and failures of the marketing strategies discussed in this volume will aid professors and students, business leaders, marketing professionals, public relations professionals, and others in identifying the processes needed to overcome business and social troubles during periods of crisis.
Author: Vanessa Ratten
Publisher: Springer Nature
ISBN: 9811614423
Category : Business & Economics
Languages : en
Pages : 169
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Book Description
This book addresses how Covid-19 has damaged businesses and how businesses can adapt to the new normal. In doing so, the book contributes to theories associated with the marketing management, by assessing opportunities and challenges associated with the implementation of technology and marketing management during and post Covid-19. Although there is increasing research in consumer or business management acceptance of new technologies and digital marketing, the impact of these on marketing management during the Covid-19 are not adequately investigated, leading to overstated hypothetical predictions of its future potential. Chapters in the book therefore focus on new economic models such as sharing economy and business structures such as omnichannel, where advancements have enabled firms to build a one-on-one relationship with customers by collecting, storing, aggregating and analysing customer information across various touchpoints. Contributions in the book also focus on new technologies such as blockchain, automation solution, information technology management, and customer relationship management (CRM) in highlighting connections between these new technologies and marketing management. The book will be useful for anyone aiming to gain a better understanding of the current and future technologies that may play a role or have a robust impact on marketing management during Covid-19.
Author: Katia Iankova
Publisher: Transnational Press London
ISBN: 1801351430
Category : Business & Economics
Languages : en
Pages : 204
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Book Description
Contents: Editorial: Marketing after COVID-19: Crisis adaptation, innovation and sustainable technological advances - Katia Iankova and Pedro Longart Branding Al Ain as a tourist destination - Pedro Longart and Katia Iankova Impact of digital marketing on SMEs performance in Saudi Arabia: Implications on building NEOM - Areej Algumzi Innovative crisis-response through best human resources practices during COVID-19 - Bharti Pandya and Bistra Boukareva Antecedents of consumptive behavior prior to the celebration of Eid Al-Fitr during the COVID-19 Pandemic - Amaliyah Amaliyah and Aminatus Zakhra The shifting trend in online buyer’s behaviour under the impact of COVID-19 pandemic in Vietnam - Ha Thu Nguyen, Thuy Dam Luong Hoang, and Huy Khanh Nguyen Social media usage in higher education: Role in marketing and communication during COVID-19- Abhishek Shukla and Kamini Bhasin Slave to sachet economy: Socio-cultural insights -Hernani Manalo and Ma. Riza Manalo Revenue management during the COVIDization of the economy - Radko Radev and Veselina Yankova Exploring the Emirati female student entrepreneurs in the UAE through the theory of planned behaviour - V.S. Damodharan and K.A. Asraar Ahmed A new perspective of brand equity: the case of pottery craft village collective brand in Vietnam - Quang Van Ngo and Ha Thu Thi Vu Antecedents of QR code acceptance during Covid-19: Towards sustainability - K.A. Asraar Ahmed and V.S. Damodharan
Author: Supervisor Prof. Jessica Adobi Author Sami Khdairi
Publisher:
ISBN:
Category :
Languages : en
Pages : 0
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Book Description
COVID-19 pandemic has caused the entire world to experience a number of unpleasantries, such as social distancing, remote working, etc. Due to the COVID-19 pandemic crisis, a number of companies shifted from the physical activities and print marketing techniques towards digital marketing, online businesses, usage of social media, etc. This study analyses the relationship between digital marketing and the COVID-19 pandemic with respect to online businesses, the role and impact of social media on businesses, the advance digital marketing techniques, etc. The purpose of this study is to analyze how companies deal with digital marketing, how companies use social media and other online platforms for their businesses and for the advertisements for their businesses, as well as how the COVID-19 pandemic crisis impacted the digital marketing globally. This study is based on the secondary research method, such that the data is collected from online sources, including websites, journals, research papers, etc. The qualitative research approach was used this is a collection of information that provides answers expressed in numeric ways. This study uses formal systems to analyze se data to help researchers easily get the data meaning. It involves using coding techniques, grouping similar data, and relating different ideas and themes with one another. My research analyses the data using the following components: finding and organizing the ideas and concepts, organizing data, building overarching themes and data, ensuring reliability and validity in data analysis, finding possible and validity in data analysis, and finding an overview of the final steps. The research finding and organizing of ideas and concepts are related to the identification of salient themes, language e, reusing ideas and patterns of belief that are linked to people, and setting together as the most intellectually challenging phase and analysis to integrate the whole endeavor. The data and themes based on research questions were analyzed using the thematic analysis technique. Further, the findings of the study indicate that as the pandemic continues, the importance of digital marketing for companies is increasing day by day. According to this study, Covid-19 has caused many changes in digital marketing. Consumers are spending more time browsing the web due to spending more time indoors with brands that have traditionally been offline having developed new online products to adapt to this new way of life. This study is significant in its purpose to understand the impact of a pandemic on digital marketing, but still. the study is limited with few limitations.
Author: Frauke Hachtmann
Publisher: Taylor & Francis
ISBN: 100091769X
Category : Business & Economics
Languages : en
Pages : 223
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Book Description
This book examines the effects of COVID-19 on the advertising industry to better understand crisis response advertising. The book tells the story of three distinct phases in which the pandemic unfolded, the way a wide range of brands and agencies responded, and how the consumer landscape changed during the first 15 months of the crisis. Advertising professionals from a broad range of award-winning advertising agencies across the United States who experienced the crisis first-hand reflect on how COVID-19 disrupted the industry and what they learned along the way. Each case contains themes that emerged through data analysis, along with examples of advertising practice at various stages of the pandemic. Importantly, the new theoretical model and best practices covered in the book extend beyond application to the global pandemic, giving readers solid theoretical and practical tools to use in future crises. Suited for upper-level undergraduate and post-graduate courses in advertising and marketing, this book will be useful as a reference for researchers and is practical enough for practitioner use as well.
Author: Elena Gallitto
Publisher: Palgrave Macmillan
ISBN: 9783030931711
Category : Business & Economics
Languages : en
Pages : 0
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Book Description
This book examines the impact of the continuing COVID-19 crisis on consumers and businesses. With stay-at-home orders and social distancing measures mandated by governments worldwide, businesses have made significant adjustments to adapt to the sudden changes caused by the pandemic. The book aims to understand what settling and thriving in the “new normal” have meant for businesses around the world. This book is divided into sections on production, consumption, and entrepreneurship and explores how consumer psychology has changed while also evaluating new digital business opportunities afforded by the pandemic. By bringing together psychology and marketing scholars, this interdisciplinary book will inform research on how businesses adapt to crises.
Author: Rahul Gupta
Publisher:
ISBN: 9781668470688
Category :
Languages : en
Pages : 0
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Book Description
Author: Haris Rafiqi
Publisher:
ISBN:
Category :
Languages : en
Pages : 0
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Book Description
In this article I have elaborated on the consequences of disruption of the old marketing strategies and the need of framing new marketing policies to check consumers behaviour and loyality to a particular brand in post pandemic era.
Author: Ralph Tench
Publisher: Taylor & Francis
ISBN: 1000698645
Category : Business & Economics
Languages : en
Pages : 391
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Book Description
This edited volume makes a unique and timely contribution by exploring in depth the topic of strategic communication and COVID-19 from a global perspective. It is widely agreed that effective and timely communication and leadership are crucial to the successful management of any pandemic. With the ongoing and possibly long-lasting impact COVID-19 has had on many aspects of communication and multiple sectors of our societies, it is critical to explore the role of strategic communication in change management during the COVID-19 pandemic and beyond. This book addresses such a need and is thoroughly grounded in rich empirical evidence gained through a global study of COVID-19 communication experiences and strategies. In the second half of 2020, a transnational team of senior researchers conducted research to investigate COVID-19 communications (COM-COVID-19) in different countries, representing Europe, Africa, Latin America, North America, South America, and Asia. The results presented in this book provide a compelling, current picture of the COVID-19 pandemic and strategic communication globally. Chapters individually explore the national and regional experiences and discuss relevant successes and failures of pandemic communication and specific learning from the 2020–2021 crises. By emphasising the discussion on key communication channels, sources of information, facts and concerns as related to the COVID-19 pandemic, the editors call for actions to develop effective strategies within unique national contexts, which can shed light on global expectations on necessary public health responses and communication. This book is written for scholars, educators and professionals in communication, public relations, strategic communication and corporate communication. It is also appropriate to use this book as a supplementary text for advanced undergraduate and graduate courses on relevant courses.
Author: Francesca Sobande
Publisher: SAGE
ISBN: 152979451X
Category : Social Science
Languages : en
Pages : 95
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Book Description
Consuming Crisis is a crucial account of how consumer culture capitalized on Coronavirus (COVID-19). Sobande explores how brands claim to care while they encourage people to ‘keep calm and consume’. This critical analysis of the power and politics of marketing examines an eclectic mix of campaigns, content, and experiences. Such work outlines the societal significance of fast-fashion adverts, banana bread’s pandemic ‘moment’, university social media strategies, and how digital technology mediates memories and work. Based on the belief that brands cannot be activists, Sobande creatively considers how brands construct care, camaraderie, culture, and so-called ‘normal’ life during times of crisis. Francesca Sobande is a Senior Lecturer in Digital Media Studies at Cardiff University
