Marketing by Contingency in the Time of Covid-19: Overcoming Business Crises and Meeting Marketing Challenges

ISBN-13: 9781774911051 / Angielski / Twarda / 2022 / 252 str.

de la Peña, Alicia

Opis

Provides conceptual and empirical evidence from a marketing and business perspective about how organizations have coped with the COVID-19 pandemic. Using case studies, the chapters identify the critical elements for strengthening a product or company’s brand value, and loyalty during this time of crisis and uncertainty.

Spis treści

1. Alexa, Show Some Empathy: Personified Brands Failing to Engage Customers During COVID-19 2. Brand Engagement in Consumers’ Lives During COVID-19 Times 3. Marketing in a Box: Resilient Strategies Amid the Crisis 4. Influencer Marketing in an Uncertain Economic Climate: A Wasted Opportunity 5. “It’s Not Panic, I’m Just Getting Prepared”: Exploring Changes in Consumer Behavior During the COVID-19 Pandemic 6. Trust Me! Building Consumers’ Trust During the COVID-19 Pandemic 7. How Restrictive Conditions Require Marketing Decisions Based on Analytics and Predictive Modeling: A Description of Two Cases 8. Black Swan Instinct: Emerging Trend Models of Consumer Behavior 9. The Role of Internal Marketing During the COVID-19 Crisis 10. Adapting Marketing Channels During COVID-19 11. Omnichannel Strategies in Retail Places: How Consumers Changed Their Shopping Routines During the Pandemic 12. Strategies for Nonprofit Organizations in Contingency Environments