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

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

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  • 製本 Paperback:紙装版/ペーパーバック版／ページ数 161 p.
  • 言語 ENG
  • 商品コード 9789811614446
  • DDC分類 658.8

Full Description

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.

Contents

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.