Marketing by contingency in the time of COVID-19 overcoming business crises and meeting marketing challenges
"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 pa...
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| Weitere Verfasser: | , |
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| Format: | UnknownFormat |
| Sprache: | eng |
| Veröffentlicht: |
Palm Bay, Florida
Apple Academic Press
2023
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| Ausgabe: | First edition |
| Schlagworte: | |
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Tag hinzufügen | Zusammenfassung: | "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"-- |
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| Beschreibung: | Includes bibliographical references and index |
| Beschreibung: | xix, 252 Seiten Diagramme |
| ISBN: | 9781774911051 978-1-77491-105-1 9781774911068 978-1-77491-106-8 |