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.
