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Author: Alicia de la Peña Publisher: CRC Press ISBN: 1000608948 Category : Business & Economics Languages : en Pages : 242
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: Alicia de la Peña Publisher: CRC Press ISBN: 1000608948 Category : Business & Economics Languages : en Pages : 242
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: Jungwoo Lee Publisher: Springer Nature ISBN: 9813341343 Category : Business & Economics Languages : en Pages : 264
Book Description
This book adds to the discussion from Volume 1 by providing insights and stimulating new thinking about the changing nature of services and marketing, service work and workers, and service experiences during and after the COVID-19 pandemic in 2020, particularly focusing on services marketing. This book serves as a useful resource for business practitioners and academics in the areas of service management and marketing responses during a pandemic. Each chapter deals with specific current issues within these industries due to COVID-19 and issues that will come up post-pandemic. As COVID-19 is expected to change the service practice and promote the utilization of novel methods, such as untact marketing, untact service, telecommuting, alternative work arrangements, job crafting, and new work skills, a range of examples and cases are provided to elaborate on applying these emerging new concepts within the service sector.
Author: Elena Gallitto Publisher: Springer Nature ISBN: 3030931692 Category : Business & Economics Languages : en Pages : 218
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: Vanessa Ratten Publisher: Springer Nature ISBN: 9811614423 Category : Business & Economics Languages : en Pages : 169
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: Arvind K. Birdie Publisher: CRC Press ISBN: 1000845397 Category : Business & Economics Languages : en Pages : 239
Book Description
The COVID-19 pandemic dramatically changed our normal—both in life and in business. The timely volume provides a map of how the world has been significantly changed post-COVID-19 pandemic, not only in terms of work and business life but also linking other areas of personal life as well. It explores the diverse impacts of the pandemic on businesses and workplaces, addressing topics such as changes in organizational structures, operations, and marketing and consumer behavior. Sharing their rich insights and perspectives on today’s business world, the authors also look at how personal psychological well-being, the role of spirituality, employee satisfaction, an organization’s future competitiveness, and quality of life have been affected and changed by the COVID-19 pandemic. Chapters discuss the challenges and complications of flexible and hybrid working styles and digital collaboration platforms such as Microsoft teams. Other topics include changed consumer choices and shopping psychology, internet addiction, mental health challenges, new psychological aspects of the art and culture industry, and more. The authors also share effective strategies for creating work-life balance and improving psychological well-being and for navigating the "new normal." Reshaping the Business World Post-COVID-19: Management Strategies for Sustainable Behavior Change will be valuable for both industry and academia as it covers concepts of business from various perspectives. The book is sure to help managers of all types navigate the new normal.
Author: Frauke Hachtmann Publisher: Taylor & Francis ISBN: 100091772X Category : Business & Economics Languages : en Pages : 153
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: Patrícia Dias Publisher: Taylor & Francis ISBN: 1000953726 Category : Business & Economics Languages : en Pages : 124
Book Description
As activity significantly reduced during mandatory lockdown periods aiming to contain the spread of Covid-19, the relationship between organizations and their stakeholders became almost strictly digital. While some brands already have developed digital channels and made a smooth transition, others struggled to remain connected to their consumers and in the process created a panoply of new digital strategies and practices. This book discusses how the Covid-19 pandemic changed the way consumers relate with brands and how brands can reinvent, improve, or optimize themselves to meet new needs, expectations, and preferences of consumers. Drawing on empirical data about how consumers are connecting with brands in a Covid-19 recovery period, this book suggests becoming a social brand as a strategy for coping with changes in consumer behaviour. A social brand has two main dimensions: it is sociable (active on social media, humanized, and empathic) and it is socially committed (transparent and sustainable). In this concise book, the authors examine case studies of brands that coped successfully with Covid-19 and positioned themselves strongly in this post-pandemic retake period to suggest good practices. It offers an informed discussion on how brands can adapt to changes in consumer behaviour and build stronger connections with consumers. Social Brand Management in a Post Covid-19 Era provides an accessible yet comprehensive overview of brand management in a post-pandemic environment that will be of interest to marketing and communication academics, researchers, and students.
Author: Arti Chandani Publisher: Springer Nature ISBN: 9811948925 Category : Business & Economics Languages : en Pages : 310
Book Description
This book focuses on the issues and challenges posed by COVID-19, proposing ways to deal with the supposed ‘new normal’ which the pandemic has introduced in the functioning of business, society, and environment. Among the issues discussed are employee well-being and mental health, impact of changes in education sector, marketing, selling and distribution of goods, change in business model for SME, impact on travel and personal grooming sector, consumer preferences, performance impact of intellectual capital, performance of banks-pre merger, and so on. Focus is on presenting strong research results backed by statistical analysis using different tools. There are managerial solutions to the problems being faced by businesses and firms. The presentations would throw great insights on how businesses have coped during pandemic times in a developing economy like India.
Author: Mónica Lorena Sánchez Limón Publisher: Emerald Group Publishing ISBN: 1802622977 Category : Political Science Languages : en Pages : 244
Book Description
Research in Administrative Sciences under COVID-19 examines the context surrounding organizations in the face of the COVID-19 Pandemic, detailing aspects related to Latin American and Mexican companies and their competitiveness in the face of the global health crisis.
Author: Katia Iankova Publisher: Transnational Press London ISBN: 1801351430 Category : Business & Economics Languages : en Pages : 204
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: Alicia de la Peña
Author: Alicia de la Peña
Author: Jungwoo Lee
Author: Elena Gallitto
Author: Vanessa Ratten
Author: Arvind K. Birdie
Author: Frauke Hachtmann
Author: Patrícia Dias
Author: Arti Chandani
Author: Mónica Lorena Sánchez Limón
Author: Katia Iankova