Contemporary Trends in Marketing: Problems, Processes and Prospects - Couverture souple

Couverture souple

ISBN 10 : 3031365917 ISBN 13 : 9783031365911

Editeur : Palgrave Macmillan, 2024

Synopsis

This edited volume explores marketing in the Post-COVID world and the significant changes that have recently hit the markets. It examines the newly emerging paradigms due to shifts in consumer behaviour and market responses arising from the COVID-19 crisis.

The global pandemic has brought a paradigmatic change in consumer behaviour and unravelled several resilient strategies formulated and implemented by organizations to restore normalcy.

This book focuses on long-term goals and survival strategies, which can be co-created with customers. Organized into seven themes, this volume will critique and connect the meaning of the "new normal" in marketing and topics such as the future of markets, post-pandemic consumer behaviour, and new marketing strategies.

A propos du livre

À propos de l'auteur

Aarti Saini is Associate Professor in the Department of Commerce at Shaheed Bhagat Singh College at the University of Delhi, India.

Justin Paul is Full Professor in the Ph.D. & MBA programs at the University of Puerto Rico, USA and serves as Editor-in-Chief of the International Journal of Consumer Studies.

Satyanarayana Parayitam is Professor of Strategic Management in the Charlton College of Business at the University of Massachusetts Dartmouth, USA.

Détails de l'édition

• Éditeur: Palgrave Macmillan
• Date d'édition: 2024
• Langue: anglais
• ISBN 10: 3031365917
• ISBN 13: 9783031365911
• Reliure: Broché
• Nombre de pages: 162
• Éditeur: Saini Aarti, Paul Justin, Parayitam Satyanarayana
• Coordonnées du fabricant: Springer Nature Customer Service Center GmbH; ProductSafety@springernature.com; ; Europaplatz 3,69115 Heidelberg, Germany; Heidelberg; 69115; Allemagne