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

Marketing by Contingency in the Time of Covid-19 offers conceptual and empirical evidence from a marketing and business perspective on how firms and nonprofit organizations in developing countries have coped with the Covid-19 pandemic. It identifies critical elements for strengthening a product or company's brand value, consumer satisfaction, and loyalty during this time of crisis and uncertainty, using case studies to showcase successful and failed strategies.

Format: Hardback
Length: 252 pages
Publication date: 29 December 2022
Publisher: Apple Academic Press Inc.

Marketing by Contingency in the Time of Covid-19: Overcoming Business Crises and Meeting Marketing Challenges
The Covid-19 pandemic has posed significant challenges for firms and nonprofit organizations in developing countries, impacting their operations and marketing strategies. This book aims to provide conceptual and empirical evidence from a marketing and business perspective on how these organizations have coped with the pandemic.

The pandemic has not only posed a health threat but also a business threat and challenge. This book analyzes successful and failed marketing strategies implemented by renowned and emerging firms and nonprofit organizations in response to the unprecedented market situation caused by the Covid-19 pandemic. Through 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 in this book demonstrate how organizations have learned to be resilient and reacted to challenging market situations using creativity and innovation to provide consumers with prompt solutions to cover their most basic needs. Topics covered include brand engagement, influencer marketing, building consumer trust, navigating restrictive conditions using analytics and predictive modeling, internal marketing, and more.

Key features of the book include:
1. Presents and assesses strategies to react to business challenges, both economic and social.
2. Provides conceptual and empirical evidence on how to deliver value to consumers in times of uncertainty.
3. Shows the reality faced by businesses and nonprofit organizations when a crisis emerges.
4. 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.
5. Examines the role of internal marketing during a pandemic.

By examining these case studies, readers can gain valuable insights into the challenges and opportunities that firms and nonprofit organizations have faced during the Covid-19 pandemic and learn from their experiences to develop effective marketing strategies for future crises.

Weight: 662g
Dimension: 229 x 152 (mm)
ISBN-13: 9781774911051