Electronic Resource

COVID-19, Technology and Marketing

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Penilaian

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This book addresses how Covid-19 has damaged businesses and how businesses can adapt to the new normal. In doing so, the book contributes to theories associated with the marketing management, by assessing opportunities and challenges associated with the implementation of technology and marketing management during and post Covid-19.


Although there is increasing research in consumer or business management acceptance of new technologies and digital marketing, the impact of these on marketing management during the Covid-19 are not adequately investigated, leading to overstated hypothetical predictions of its future potential. Chapters in the book therefore focus on new economic models such as sharing economy and business structures such as omnichannel, where advancements have enabled firms to build a one-on-one relationship with customers by collecting, storing, aggregating and analysing customer information across various touchpoints. Contributions in the book also focus on new technologies such as blockchain, automation solution, information technology management, and customer relationship management (CRM) in highlighting connections between these new technologies and marketing management.


The book will be useful for anyone aiming to gain a better understanding of the current and future technologies that may play a role or have a robust impact on marketing management during Covid-19.

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Availability

Inventory Code	Barcode	Call Number	Location	Status
2108000309	EB0005053	658.872 Cov	Central Library (OPAC)	Available

Detail Information

Series Title

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Call Number

658.872 Cov

Publisher

Palgrave Macmillan : Palgrave Macmillan Singapore., 2021

Collation

XIV, 161p.:ill

Language

English

ISBN/ISSN

978-981-16-1442-2

Classification

658.872

Content Type

Ebook

Media Type

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Carrier Type

online resource

Edition

1

Subject(s)

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Specific Detail Info

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Statement of Responsibility

BRF

Other version/related

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