UID:
almahu_9949434929402882
Umfang:
1 online resource.
Ausgabe:
First edition.
ISBN:
9781003300694
,
1003300693
,
9781000608939
,
100060893X
,
9781000608946
,
1000608948
Inhalt:
"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."--
Anmerkung:
Alexa Show Some Empathy: Personified Brands Failing to Engage Customers During COVID-19 / Juan Bernardo Amezcua Nunez -- Brand Engagement in Consumers' Lives During COVID-19 Times / Claudia Quintanilla -- Marketing in a Box: Resilient Strategies Amid the Crisis / Alicia de La Peña -- Influencer Marketing in an Uncertain Economic Climate: A Wasted Opportunity / Isabel Morteo -- "It's Not Panic, I'm Just Getting Prepared": Exploring Changes in Consumer Behavior During the COVID-19 Pandemic / Teresa Treviño -- Trust Me! Building Consumers' Trust During the COVID-19 Pandemic / Flor Morton -- How Restrictive Conditions Require Marketing Decisions Based on Analytics and Predictive Modeling: A Description of Two Cases / Juan Ignacio Gonzalez Espinosa -- Black Swan Instinct: Emerging Trend Models of Consumer Behavior / Ana Zavala-Parrales and Ana Ruiz-Medina -- The Role of Internal Marketing During the COVID-19 Crisis / Eva M. Guerra-Leal, Nancy B. Ortiz, and Raúl Ruiz -- Adapting Marketing Channels During COVID-19 / Gloria Camacho -- Omnichannel Strategies in Retail Places: How Consumers Changed Their Shopping Routines During the Pandemic / Ena Yuritze Barón López -- Strategies for Nonprofit Organizations in Contingency Environments / Cecilia Isabel Calderón-Valencia.
Weitere Ausg.:
Print version: Marketing by contingency in the time of Covid-19. Palm Bay, FL, USA ; Burlington, ON, Canada : Apple Academic Press ; Boca Raton, FL, USA ; Abingdon, Oxon, UK : CRC Press, 2023 ISBN 1774911051
Weitere Ausg.:
ISBN 9781774911051
Sprache:
Englisch
DOI:
10.1201/9781003300694
URL:
https://www.taylorfrancis.com/books/9781003300694
Bookmarklink
