COVID-19: Future Marketing and Technology Research Challenges

Vanessa Ratten () and Seyed Khaksar
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Vanessa Ratten: La Trobe University
Seyed Khaksar: La Trobe University

Chapter Chapter 8 in COVID-19, Technology and Marketing, 2021, pp 143-157 from Springer

Abstract: Abstract Marketing and technology academics, practitioners and policymakers need to think about how COVID-19 has changed their thinking and economic outlook. The aim of this chapter is to focus on the developments COVID-19 has made in the marketing and technology space with an aim of thinking about future research possibilities. This means understanding the way crisis management and organisational resilience has adapted as a result of COVID-19 change. To do this a number of different future research areas are discussed in terms of context, research approaches and integrative opportunities. This enables there to be more focus on new and innovative ways COVID-19 has changed society. In addition, practitioner perspectives are stated in terms of what marketers need to do in terms of how to survive and thrive in a crisis situation. Policy implications are also stated that highlight the need for an ecosystem and stakeholder approach to COVID-19, marketing and technology research and practice.

Keywords: COVID-19; Crisis management; Marketing; Marketing innovation; Service innovation; Technology; Technology innovation (search for similar items in EconPapers)
Date: 2021
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-981-16-1442-2_8

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DOI: 10.1007/978-981-16-1442-2_8

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