COVID-19, Technology and Marketing: Moving Forward and the New Normal

ISBN-13: 9789811614446 / Angielski / Miękka / 2022

Ratten, Vanessa

Opis

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.

Spis treści

 1.Covid-19, technology and marketing.- Chapter 2. COVID in the aviation industry: Crisis management, its decisions and outcomes.- Chapter 3. The Importance of e-Commerce and Customer Relationships in Times of COVID-19 Pandemic.- Chapter 4. Successful COVID-19 prevention factors and their effect on the economy: A comparison between Thailand, Vietnam and Australia.- Chapter 5.  Marketing Automation in Business to Business Relationships and the emerged Value Cocreation.- Chapter 6. Perception of Career Success in Times of COVID-19 Pandemic.- Chapter 7. Exploratory Analysis of the Christmas Symbology Importance.- Chapter 8. Covid-19: future marketing and technology research challenges.

O autorze

Vanessa Ratten is Associate Professor at the La Trobe University, Australia. She is the Programme Coordinator of the Entrepreneurship and Innovation degrees at La Trobe Business School. She has previously been on the business faculties of Deakin University, Duquesne University (Pittsburgh), Queensland University of Technology and the University of Queensland. She has guest-edited journals including “Team Performance”, “Journal of Business & Industrial Marketing”, “Journal of Management and Organization”, “Thunderbird International Business Review” and “International Entrepreneurship and Management Journal”. Dr. Ratten has co-edited six books about Entrepreneurship including Sports Entrepreneurship and Innovation. Her current research focus is on social, innovation and entrepreneurship.

Park Thaichon is the Cluster Leader of the Relationship Marketing for Impact Research Cluster and the Program Director of the Master of Marketing at Griffith University. Park main research interests include relationship marketing, big data, privacy, dark marketing, and consumer behaviour. He has published over  40 A ranked journal articles since 2015.  (ABDC journal list). He has served as a guest editor and track chair for “Journal of Consumer Behaviour”, “Journal of Strategic Marketing”, “Journal of Retailing and Consumer Services”, “Asia Pacific Journal of Marketing and Logistics”, “Australasian Marketing Journal, “Marketing Intelligence and Planning”, and “World Marketing Congress (WMC)”.

Blurb

 “The text explores the changes in new digital technology as well as the challenges faced by modern 

marketing management through the lens of the current covid pandemic which is interesting and 

timely..” 

-Isaac Cheah, Curtin University, Australia 

  

“This book can be a useful compass for the future as the changes forced by COVID-19 will have 

permanent characteristics and significant impact on global markets and businesses.”  

-Nikolaos Apostolopoulos, Neapolis University Pafos, Cyprus 

  

“Ratten and Thaichon’s timely text explores multiple, international, perspectives on the relationship 

between technology and marketing within the context of the Corona pandemic. As such it will serve as a 

valuable reference point for those seeking to understand the technology-business dynamic, and those 

keen to benefit from it.”   

 -Andreas Walmsley, Coventry University, United Kingdom 

  

 “A timely, novel view, a relevance book for our times. A must read to understand how companies and 

individuals try to adapt and overcome obstacles, succeed or fail under what is considered by many the 

worst health crisis and economic downfall in modern history.” 

-Oscar Javier Montiel Mendez, Universidad Autónoma de Ciudad Juárez, Mexico  

 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.  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. 

 

 Vanessa Ratten is Associate Professor at the La Trobe University, Australia. She is the Programme 

Coordinator of the Entrepreneurship and Innovation degrees at La Trobe Business School.  

  

Park Thaichon is the Cluster Leader of the Relationship Marketing for Impact Research Cluster and the 

Program Director of the Master of Marketing at Griffith University. Park main research interests include 

relationship marketing, big data, privacy, dark marketing, and consumer behaviour.