ISBN: 9783031365881
Код товара 153776
Contemporary Trends in Marketing Problems, Processes and Prospects
ISBN: 9783031365881
Код товара 153776
21 428 ₽
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Если Вы закажете книгу до 04.04.2025, то мы привезём её ориентировочно 16.05.2025.
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Автор
Aarti Saini, Justin Paul / Аарти Саини
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Издатель
Springer
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ISBN
9783031365881
О чём книга?
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.
1. Introduction Contemporary trends in Marketing: Problems Processes and Prospects.- 2. Learning to Navigate a Changing Marketing Landscape.- 3. Future of Marketing After Disruptions and Uncertainties: Physical, Digital, or Phygital'.- 4. The Digital Driv
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