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Contemporary Trends in Marketing : Problems, Processes and Prospects. マーケティングにおける現代の傾向
・ISBN 978-3-031-36588-1 hard EUR 159.99
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| 著者・編者 | Saini, Aarti / Paul, Justin / Parayitam, S. (eds.), |
|---|---|
| シリーズ | Palgrave Studies in Marketing, Organizations and Society |
| 出版社 | (Palgrave Macmillan, UK) |
| 出版年月 | 2023.09 |
| ページ数 | 149 pp. |
| 言語 | ENG |
| ニュース番号 | ＜708-504＞ |
解説
This edited volume explores marketing in the Post-COVID world and the significant changes that have recently hit the markets. It examines the newly emerging paradigms due to shifts in consumer behaviour and market responses arising from the COVID-19 crisis.
The global pandemic has brought a paradigmatic change in consumer behaviour and unravelled several resilient strategies formulated and implemented by organizations to restore normalcy.
This book focuses on long-term goals and survival strategies, which can be co-created with customers. Organized into seven themes, this volume will critique and connect the meaning of the "new normal" in marketing and topics such as the future of markets, post-pandemic consumer behaviour, and new marketing strategies.