Contemporary Trends in Marketing : Problems, Processes and Prospects
2023 ed.
Book Details
Format
Paperback / Softback
ISBN-10
3031365917
ISBN-13
9783031365911
Edition
2023 ed.
Publisher
Springer International Publishing AG
Imprint
Palgrave Macmillan
Country of Manufacture
GB
Country of Publication
GB
Publication Date
Aug 24th, 2024
Print length
149 Pages
Ksh 25,200.00
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This edited volume explores marketing in the Post-COVID world and the significant changes that have recently hit the markets. 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.
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.
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