Overview
Addresses how traditional concepts of relationship marketing can be applied in the new age of business, brought about by Covid-19
Highlights opportunities and challenges associated with the implementation of technology and marketing management during the Covid-19
Elaborates on the connection between new technology (blockchain technology, automation solution, etc.) and marketing management during and post Covid-19
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Table of contents (8 chapters)
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Front Matter
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Back Matter
Keywords
- Coronavirus, Technology and Marketing
- COVID-19, Technology and Marketing
- Artificial Intelligence and COVID-19
- Artificial Intelligence and Coronavirus
- Sustainability and COVID-19
- Advertising and COVID-19
- Coronavirus and crisis management
- Covid-19 and crisis management
- Relationship development during Covid-19
- Customer retention during Covid-19
- Social Media and Covid-19
- Customer Relations during Covid-19
- Social Banking and Covid-19
- Customer Engagement and Covid-19
- Branding and Covid-19
About this book
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.
Editors and Affiliations
About the editors
Park Thaichon is the Cluster Leader of the Relationship Marketing for Impact Research Cluster and the Program Director of the Master of Marketing at Griffith University. Park main research interests include relationship marketing, big data, privacy, dark marketing, and consumer behaviour. He has published over 40 A ranked journal articles since 2015. (ABDC journal list). He has served as a guest editor and track chair for “Journal of Consumer Behaviour”, “Journal of Strategic Marketing”, “Journal of Retailing and Consumer Services”, “Asia Pacific Journal of Marketing and Logistics”, “Australasian Marketing Journal, “Marketing Intelligence and Planning”, and “World Marketing Congress (WMC)”.
Bibliographic Information
Book Title: COVID-19, Technology and Marketing
Book Subtitle: Moving Forward and the New Normal
Editors: Vanessa Ratten, Park Thaichon
DOI: https://doi.org/10.1007/978-981-16-1442-2
Publisher: Palgrave Macmillan Singapore
eBook Packages: Business and Management, Business and Management (R0)
Copyright Information: The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Nature Singapore Pte Ltd. 2021
Hardcover ISBN: 978-981-16-1441-5Published: 11 July 2021
Softcover ISBN: 978-981-16-1444-6Published: 12 July 2022
eBook ISBN: 978-981-16-1442-2Published: 10 July 2021
Edition Number: 1
Number of Pages: XIV, 161
Number of Illustrations: 3 b/w illustrations, 2 illustrations in colour
Topics: Online Marketing/Social Media, Customer Relationship Management, Market Research/Competitive Intelligence, Marketing