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

$15.99

COVID-19 Technology and Marketing: Moving Forward and the New Normal
Authors: Vanessa Ratten (editor)
Year: 2021
Publisher: Palgrave Macmillan
Language: english
ISBN 13: 9789811614415
ISBN 10: 9811614415
Categories: Business and Economics, Sales and Marketing
Pages: 60
Edition: 1st ed. 2021

Availability: 5000 in stock

SKU: 9789811614415 Categories: ,

COVID-19, Technology and Marketing: Moving Forward and the New Normal Vanessa Ratten (editor), Park Thaichon (editor)
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.
Categories:
Business & Economics – Sales & Marketing
Year:
2021
Edition:
1st ed. 2021
Publisher:
Palgrave Macmillan
Language:
english
Pages:
175 / 169
ISBN 10:
9811614415
ISBN 13:
9789811614415
File:
20 MB

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COVID-19 Technology and Marketing: Moving Forward and the New Normal
$15.99

Availability: 5000 in stock