COVID-19, Technology and Marketing

Moving Forward and the New Normal

Vanessa Ratten, Park Thaichon


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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.


Détails
Auteur
Vanessa  Ratten , Park  Thaichon
Marque
Palgrave Macmillan
Collection
n.c
Parution
2021-07-10
Pages
161 pages
EAN papier
9789811614415
Langue
Anglais
Informations ebook
EAN PDF
9789811614422
Prix
163,35 €
En savoir plus
Nb pages copiables 1
Nb pages imprimables 16
Taille du fichier 3461 Ko
Ce livre est accessible aux handicaps   Informations sur l'accessibilité
EAN EPUB
9789811614422
Prix
163,35 €
En savoir plus
Nb pages copiables 1
Nb pages imprimables 16
Taille du fichier 1157 Ko
Ce livre est accessible aux handicaps   Informations sur l'accessibilité
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Auteur(s) du livre


Defaut-Illustration Vanessa Ratten
Defaut-Illustration Park Thaichon
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. She has previously been on the business faculties of Deakin University, Duquesne University (Pittsburgh), Queensland University of Technology and the University of Queensland. She has guest-edited journals including “Team Performance”, “Journal of Business & Industrial Marketing”, “Journal of Management and Organization”, “Thunderbird International Business Review” and “International Entrepreneurship and Management Journal”. Dr. Ratten has co-edited six books about Entrepreneurship including Sports Entrepreneurship and Innovation. Her current research focus is on social, innovation and entrepreneurship.

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. He has published over  40 A ranked journal articles since 2015.  (ABDC journal list). He has served as a guest editor and track chair for “Journal of Consumer Behaviour”, “Journal of Strategic Marketing”, “Journal of Retailing and Consumer Services”, “Asia Pacific Journal of Marketing and Logistics”, “Australasian Marketing Journal, “Marketing Intelligence and Planning”, and “World Marketing Congress (WMC)”.


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