Marketing in the era of COVID-19

Janny C. Hoekstra () and Peter S. H. Leeflang ()
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Janny C. Hoekstra: University of Groningen
Peter S. H. Leeflang: University of Groningen

Italian Journal of Marketing, 2020, vol. 2020, issue 4, No 1, 249-260

Abstract: Abstract We discuss the effects of COVID-19 on consumer behaviour and elaborate on the consequences of this disruption for marketing strategies and marketing policies. The crisis shows similarities with changes in consumer behaviour and the way marketing is carried out during economic downturns. However, it also displays characteristics which differ from downcycles, such as shifts in consumption between categories and the accelerated shift from offline to online behaviour. This is forced by the re-evaluation of life priorities by final consumers.

Keywords: Downcycle; Marketing strategy; Marketing policy; Consumer behaviour (search for similar items in EconPapers)
Date: 2020
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Citations: View citations in EconPapers (14)

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DOI: 10.1007/s43039-020-00016-3

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