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

著者名：de la Peña, Alicia (EDT)/Amezcua Nuñez, Juan Bernardo (EDT)

Apple Academic Press（2022/12/29発売）

• 言語：ENG
• ISBN：9781774911068
• eISBN：9781000608946

Description

Marketing by Contingency in the Time of Covid-19: Overcoming Business Crises and Meeting Marketing Challenges provides conceptual and empirical evidence from a marketing and business perspective about how firms and nonprofit organizations in developing countries have coped with the Covid-19 pandemic.

The Covid-19 pandemic became not only a health threat but also a business threat and challenge. This book analyzes successful—and failed—marketing strategies that have been implemented by renowned and emerging firms and nonprofit organizations in reaction to the unprecedented market situation caused by the Covid-19 pandemic. Using case studies, the chapters identify the elements that were critical for strengthening a product or company’s brand value, consumer satisfaction, and loyalty during this time of crisis and uncertainty. The information and experiences shared here show how organizations learned to be resilient and reacted to challenging market situations using creativity and innovation to present consumers with prompt solutions to cover their most basic needs. Topics cover brand engagement, influencer marketing, building consumer trust, navigating restrictive conditions using analytics and predictive modeling, internal marketing, and more.

Key features:

• Presents and assesses strategies to react to business challenges—both economic and social
• Provides conceptual and empirical evidence on how to deliver value to consumers in times of uncertainty
• Shows the reality faced by businesses and nonprofit organizations when a crisis emerges
• Evaluates the critical role of social media and e-commerce as strategic resources to help business and nonprofit organizations survive—and even grow—during a crisis
• Examines the role of internal marketing during a pandemic

The successes and failures of the marketing strategies discussed in this volume will aid professors and students, business leaders, marketing professionals, public relations professionals, and others in identifying the processes needed to overcome business and social troubles during periods of crisis.

Table of Contents

1. Alexa, Show Some Empathy: Personified Brands Failing to Engage Customers During COVID-19

Juan Bernardo Amezcua Nuñez

2. Brand Engagement in Consumers’ Lives During COVID-19 Times

Claudia Quintanilla

3. Marketing in a Box: Resilient Strategies Amid the Crisis

Alicia de la Peña

4. Influencer Marketing in an Uncertain Economic Climate: A Wasted Opportunity

Isabel Morteo

5. “It’s Not Panic, I’m Just Getting Prepared”: Exploring Changes in Consumer Behavior During the COVID-19 Pandemic

Teresa Treviño

6. Trust Me! Building Consumers’ Trust During the COVID-19 Pandemic

Flor Morton

7. How Restrictive Conditions Require Marketing Decisions Based on Analytics and Predictive Modeling: A Description of Two Cases

Juan Ignacio Gonzalez Espinosa

8. Black Swan Instinct: Emerging Trend Models of Consumer Behavior

Ana Zavala-Parrales and Ana Ruiz-Medina

9. The Role of Internal Marketing During the COVID-19 Crisis

Eva M. Guerra-Leal, Nancy B. Ortiz, and Raúl Ruiz

10. Adapting Marketing Channels During COVID-19

Gloria Camacho

11. Omnichannel Strategies in Retail Places: How Consumers Changed Their Shopping Routines During the Pandemic

Ena Yuritze Barón López

12. Strategies for Nonprofit Organizations in Contingency Environments

Cecilia Isabel Calderón-Valencia