Concurrent users
Unlimited
Authorized users
Authorized users
Document Delivery Supplied
Can lend chapters, not whole ebooks
Title
Contemporary trends in marketing : problems, processes and prospects / Aarti Saini, Justin Paul, Satyanarayana Parayitam, editors.
ISBN
9783031365898 electronic book
3031365895 electronic book
9783031365881
3031365887
Published
Cham : Palgrave Macmillan, [2023]
Language
English
Description
1 online resource (xi, 149 pages) : illustrations (some color).
Other Standard Identifiers
10.1007/978-3-031-36589-8 doi
Call Number
HF5415 .C66 2023
Dewey Decimal Classification
658.8
Summary
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. Aarti Saini is Associate Professor in the Department of Commerce at Shaheed Bhagat Singh College at the University of Delhi, India. Justin Paul is Full Professor in the Ph.D. & MBA programs at the University of Puerto Rico, USA and serves as Editor-in-Chief of the International Journal of Consumer Studies. Satyanarayana Parayitam is Professor of Strategic Management in the Charlton College of Business at the University of Massachusetts Dartmouth, USA.
Bibliography, etc. Note
Includes bibliographical references and index.
Access Note
Access limited to authorized users.
Source of Description
Online resource; title from PDF title page (SpringerLink, viewed August 31, 2023).
Series
Palgrave studies in marketing, organizations and society, 2661-8621
1. Introduction Contemporary trends in Marketing: Problems Processes and Prospects
2. Learning to Navigate a Changing Marketing Landscape
3. Future of Marketing After Disruptions and Uncertainties: Physical, Digital, or Phygital?
4. The Digital Drivers of Consumer Behavior: Industry 4.0, Web 3.0, and Artificial Intelligence
5. Rethinking nation branding in the post-pandemic, post-truth era
6. Intelligent Automation, Service Robots, and AI : The Service Revolution Is in Full Swing
7. Delivering Value Through Sustainable Marketing
8. #BoycottLaalSinghChaddha: Failure to Leverage Twitter.
