Review Study About Marketing Strategies Implemented During Covid -19 Pandemic in Both Global and Sri Lankan Context

K.J.M. Surantha Sanjaya
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K.J.M. Surantha Sanjaya: Full Time Lecturer in Marketing, Tourism and Hospitality English at Times Academy Private Limited, Kandy, Sri Lanka

International Journal of Research and Innovation in Social Science, 2024, vol. 8, issue 4, 2922-2933

Abstract: Marketing strategies play a significant role in achieving an organization’s long-term goals and short-term objectives. In order to access and involve with target audience in a dynamic global environment, marketing strategies should be developed in modern competitive business world. Therefore, this research intends to clear the way to a review study about Marketing strategies implemented during COVID -19 pandemic in both global and Sri Lankan context. In fact, the importance of execution of proper marketing strategies as a driving force to gain competitive advantage during post COVID – 19 period in a dynamic business world primarily encouraged the researcher to conduct this study. As a result, investigation and critical review of previous and recent studies in line with the similar phenomena of research studies were conducted in order to absorb important details and findings. Through the review study, it was possible not only to have an understanding about marketing strategies implemented by different organizations under different industries in both Sri Lankan context and global context to combat COVID -19 pandemic to survive in the business but also it was possible to identify some challenges encountered by different organizations during COVID -19 pandemic.

Date: 2024
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