COVID-19, Technology and Marketing

Vanessa Ratten (v.ratten@latrobe.edu.au) and Park Thaichon (p.thaichon@griffith.edu.au)
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Vanessa Ratten: La Trobe University
Park Thaichon: Griffith University

Chapter Chapter 1 in COVID-19, Technology and Marketing, 2021, pp 1-20 from Springer

Abstract: Abstract COVID-19 is a health pandemic that has substantially affected the way people live and work. As a result of COVID-19 restrictions including working from home and social distancing, the use of digital technology has increased. As a result, marketers have had to integrate new marketing techniques in order to facilitate more empathetic and authentic communications. This is due to a need for marketers to appear realistic but also in tune with changing societal conditions. The aim of this chapter is to discuss in more depth the impact of COVID-19 on technology and marketing practices. This includes focusing on crises management and entrepreneurial thinking as a way to integrate innovative marketing techniques. Implications for advancing marketing practice and theory are stated that highlight the need to integrate COVID-19 perspectives.

Keywords: COVID-19; Digital marketing; Entrepreneurship; Marketing; Technology; Societal change (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_1

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DOI: 10.1007/978-981-16-1442-2_1

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