Marketing in a Pandemic

View Sample PDF

Author(s): Priya Jindal (Chitkara Business School, Chitkara University, India)and Radhika Gambhir (Universal Group of Institutions (UGI), Lalru, India)
Copyright: 2022
Pages: 12
Source title: Developing Relationships, Personalization, and Data Herald in Marketing 5.0
Source Author(s)/Editor(s): Jasmine Kaur (Chitkara Business School, Chitkara University, Punjab, India), Priya Jindal (Chitkara Business School, Chitkara University, India)and Amandeep Singh (Chitkara Business School, Chitkara University, India)
DOI: 10.4018/978-1-6684-4496-2.ch003

Keywords: Business & Management / Business Science Reference / Marketing

Purchase

View Marketing in a Pandemic on the publisher's website for pricing and purchasing information.

Abstract

The COVID-19 outbreak has shocked the world and spins the economies around the globe; it is far more than a health crisis. Many businesses face difficulties in survival, and marketing will be the only approach to their recovery. As the pandemic affects every aspect of business and life, consumer behavior shifts dramatically; the change in behavior of consumers is not short-term in nature but it has long-lasting effects. However, within this uncertain and complex environment, businesses should rebuild their marketing mix and philosophy and showcase honest and transparent values to face this downturn phase with ease. Firms should focus on the fundamentals of marketing during the pandemic, go along with the trend of consumer behavior, bring clarity through their actions, and rebuild their products around consumer needs. Only then can they lead in this unknown environment.

The IRMA Community

Research IRM

Marketing in a Pandemic

Purchase

Abstract

Related Content

IRMA Sponsors