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Marketing by Contingency in the Time of COVID-19

Author: Alicia de la Peña

Publisher: CRC Press

Published: 2022-12-29

Total Pages: 242

ISBN-13: 1000608948

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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.

Book Synopsis Marketing by Contingency in the Time of COVID-19 by : Alicia de la Peña

Download or read book Marketing by Contingency in the Time of COVID-19 written by Alicia de la Peña and published by CRC Press. This book was released on 2022-12-29 with total page 242 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.

The Future of Service Post-COVID-19 Pandemic, Volume 2

Author: Jungwoo Lee

Publisher: Springer Nature

Published: 2021-02-10

Total Pages: 264

ISBN-13: 9813341343

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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.

Book Synopsis The Future of Service Post-COVID-19 Pandemic, Volume 2 by : Jungwoo Lee

Download or read book The Future of Service Post-COVID-19 Pandemic, Volume 2 written by Jungwoo Lee and published by Springer Nature. This book was released on 2021-02-10 with total page 264 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.

Consumption, Production, and Entrepreneurship in the Time of Coronavirus

Author: Elena Gallitto

Publisher: Springer Nature

Published: 2022-04-22

Total Pages: 218

ISBN-13: 3030931692

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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.

Book Synopsis Consumption, Production, and Entrepreneurship in the Time of Coronavirus by : Elena Gallitto

Download or read book Consumption, Production, and Entrepreneurship in the Time of Coronavirus written by Elena Gallitto and published by Springer Nature. This book was released on 2022-04-22 with total page 218 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.

COVID-19, Technology and Marketing

Author: Vanessa Ratten

Publisher: Springer Nature

Published: 2021-07-10

Total Pages: 169

ISBN-13: 9811614423

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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.

Book Synopsis COVID-19, Technology and Marketing by : Vanessa Ratten

Download or read book COVID-19, Technology and Marketing written by Vanessa Ratten and published by Springer Nature. This book was released on 2021-07-10 with total page 169 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.

Social Brand Management in a Post Covid-19 Era

Author: Patrícia Dias

Publisher: Taylor & Francis

Published: 2023-07-07

Total Pages: 124

ISBN-13: 1000953726

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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.

Book Synopsis Social Brand Management in a Post Covid-19 Era by : Patrícia Dias

Download or read book Social Brand Management in a Post Covid-19 Era written by Patrícia Dias and published by Taylor & Francis. This book was released on 2023-07-07 with total page 124 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.

Reshaping the Business World Post-COVID-19

Author: Arvind K. Birdie

Publisher: CRC Press

Published: 2023-10-06

Total Pages: 239

ISBN-13: 1000845397

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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.

Book Synopsis Reshaping the Business World Post-COVID-19 by : Arvind K. Birdie

Download or read book Reshaping the Business World Post-COVID-19 written by Arvind K. Birdie and published by CRC Press. This book was released on 2023-10-06 with total page 239 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.

Crisis Response Advertising

Author: Frauke Hachtmann

Publisher: Taylor & Francis

Published: 2023-07-31

Total Pages: 153

ISBN-13: 100091772X

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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.

Book Synopsis Crisis Response Advertising by : Frauke Hachtmann

Download or read book Crisis Response Advertising written by Frauke Hachtmann and published by Taylor & Francis. This book was released on 2023-07-31 with total page 153 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.

Future Role of Sustainable Innovative Technologies in Crisis Management

Author: Ali, Mohammed

Publisher: IGI Global

Published: 2022-04-18

Total Pages: 280

ISBN-13: 1799898172

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The increasing use of innovative technologies by global businesses has sparked debate about their application in crisis resolution. Resolution tools can be used by global businesses to manage various types of crisis situations, such as natural disasters, information security issues, economic downturns, health crisis situations, and sustainability issues in education, among others. Further study and consideration of the uses of technology in the areas of crisis and change management and intra-company communication practice in the context of global business must be done to ensure successful and sustainable businesses. Future Role of Sustainable Innovative Technologies in Crisis Management raises awareness of the multifaceted field of new technology in crisis management that has resulted in a paradigm shift in the way contemporary industries and global businesses communicate and conduct their daily business operations. This book defines the scope of innovative technologies as the application of new technologies to support the resolution of various types of crisis situations to achieve regulatory compliance and improved risk management in an effective and automated manner. Covering topics such as sustainable business and disaster scenarios, this reference work is ideal for managers, entrepreneurs, researchers, academicians, scholars, practitioners, instructors, and students.

Book Synopsis Future Role of Sustainable Innovative Technologies in Crisis Management by : Ali, Mohammed

Download or read book Future Role of Sustainable Innovative Technologies in Crisis Management written by Ali, Mohammed and published by IGI Global. This book was released on 2022-04-18 with total page 280 pages. Available in PDF, EPUB and Kindle. Book excerpt: The increasing use of innovative technologies by global businesses has sparked debate about their application in crisis resolution. Resolution tools can be used by global businesses to manage various types of crisis situations, such as natural disasters, information security issues, economic downturns, health crisis situations, and sustainability issues in education, among others. Further study and consideration of the uses of technology in the areas of crisis and change management and intra-company communication practice in the context of global business must be done to ensure successful and sustainable businesses. Future Role of Sustainable Innovative Technologies in Crisis Management raises awareness of the multifaceted field of new technology in crisis management that has resulted in a paradigm shift in the way contemporary industries and global businesses communicate and conduct their daily business operations. This book defines the scope of innovative technologies as the application of new technologies to support the resolution of various types of crisis situations to achieve regulatory compliance and improved risk management in an effective and automated manner. Covering topics such as sustainable business and disaster scenarios, this reference work is ideal for managers, entrepreneurs, researchers, academicians, scholars, practitioners, instructors, and students.

Pandemic, New Normal and Implications on Business

Author: Arti Chandani

Publisher: Springer Nature

Published: 2022-09-24

Total Pages: 310

ISBN-13: 9811948925

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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.

Book Synopsis Pandemic, New Normal and Implications on Business by : Arti Chandani

Download or read book Pandemic, New Normal and Implications on Business written by Arti Chandani and published by Springer Nature. This book was released on 2022-09-24 with total page 310 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.

Research in Administrative Sciences under COVID-19

Author: Mónica Lorena Sánchez Limón

Publisher: Emerald Group Publishing

Published: 2022-05-23

Total Pages: 244

ISBN-13: 1802622977

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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.

Book Synopsis Research in Administrative Sciences under COVID-19 by : Mónica Lorena Sánchez Limón

Download or read book Research in Administrative Sciences under COVID-19 written by Mónica Lorena Sánchez Limón and published by Emerald Group Publishing. This book was released on 2022-05-23 with total page 244 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.