Contemporary Trends in Marketing: Problems, Processes and Prospects

Saini, Aarti, Paul, Justin, Parayitam, Satyanarayana

Contemporary Trends in Marketing: Problems, Processes and Prospects
  • 出版商: Palgrave MacMillan
  • 出版日期: 2024-08-24
  • 售價: $6,230
  • 貴賓價: 9.5 折 $5,919
  • 語言: 英文
  • 頁數: 149
  • 裝訂: Quality Paper - also called trade paper
  • ISBN: 3031365917
  • ISBN-13: 9783031365911
  • 相關分類: 行銷/網路行銷 Marketing

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相關主題

商品描述

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.

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 atthe 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.

商品描述(中文翻譯)

這本編輯書籍探討了後疫情時代的行銷以及最近影響市場的重大變化。它檢視了因 COVID-19 危機而產生的消費者行為和市場反應的轉變所帶來的新興範式。

全球疫情帶來了消費者行為的範式變化，並揭示了組織為恢復正常而制定和實施的多項韌性策略。

本書專注於長期目標和生存策略，這些策略可以與客戶共同創造。全書分為七個主題，將批判並連結行銷中「新常態」的意義，以及市場的未來、後疫情時代的消費者行為和新的行銷策略等主題。

Aarti Saini 是印度德里大學Shaheed Bhagat Singh College商學系的副教授。

Justin Paul 是美國波多黎各大學博士及MBA課程的正教授，並擔任《國際消費者研究期刊》的主編。

Satyanarayana Parayitam 是美國麻薩諸塞州達特茅斯大學Charlton商學院的戰略管理教授。

作者簡介

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.

作者簡介(中文翻譯)

Aarti Saini 是印度德里大學沙希德·巴哈格特·辛格學院商學系的副教授。

Justin Paul 是美國波多黎各大學博士及MBA課程的正教授，並擔任《國際消費者研究期刊》的主編。

Satyanarayana Parayitam 是美國麻薩諸塞州達特茅斯的查爾頓商學院戰略管理教授。

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