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Books > Business & Economics > Business & management > Sales & marketing
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COVID-19, Technology and Marketing - Moving Forward and the New Normal (Hardcover, 1st ed. 2021)
Loot Price: R4,570
Discovery Miles 45 700
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COVID-19, Technology and Marketing - Moving Forward and the New Normal (Hardcover, 1st ed. 2021)
Expected to ship within 12 - 17 working days
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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.
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