COVID-19, Technology and Marketing

Beschreibung

 “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.
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.


Addresses how traditional concepts of relationship marketing can be applied in the new age of business, brought about by Covid-19 Highlights opportunities and challenges associated with the implementation of technology and marketing management during the Covid-19 Elaborates on the connection between new technology (blockchain technology, automation solution, etc.) and marketing management during and post Covid-19

Autor*in

Vanessa Ratten

Themen in »COVID-19, Technology and Marketing«

Coronavirus, Technology and Marketing COVID-19, Technology and Marketing Artificial Intelligence and COVID-19 Artificial Intelligence and Coronavirus Sustainability and COVID-19 Advertising and COVID-19 Coronavirus and crisis management Covid-19 and crisis management Relationship development during Covid-19 Customer retention during Covid-19 Social Media and Covid-19 Customer Relations during Covid-19 Social Banking and Covid-19 Customer Engagement and Covid-19 Branding and Covid-19

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