COVID-19, Technology and Marketing - Moving Forward and the New Normal (Hardcover, 1st ed. 2021)

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.

General

Imprint:	Palgrave Macmillan
Country of origin:	Singapore
Release date:	July 2021
First published:	2021
Editors:	Vanessa Ratten • Park Thaichon
Dimensions:	210 x 148mm (L x W)
Format:	Hardcover
Pages:	161
Edition:	1st ed. 2021
ISBN-13:	978-981-16-1441-5
Categories:	Books > Business & Economics > Business & management > Sales & marketing > General
LSN:	981-16-1441-5
Barcode:	9789811614415

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