COVID-19, Technology and Marketing

Moving Forward and the New Normal

Editors: Ratten, Vanessa, Thaichon, Park (Eds.)

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  • 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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eBook $129.00
price for USA in USD
  • ISBN 978-981-16-1442-2
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  • Immediate eBook download after purchase
Hardcover $169.99
price for USA in USD
  • ISBN 978-981-16-1441-5
  • Free shipping for individuals worldwide
  • Institutional customers should get in touch with their account manager
  • Covid-19 shipping restrictions
  • Usually ready to be dispatched within 3 to 5 business days, if in stock
About this book

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.

About the authors

Vanessa Ratten is Associate Professor at the La Trobe University, Australia. She is the Programme Coordinator of the Entrepreneurship and Innovation degrees at La Trobe Business School. She has previously been on the business faculties of Deakin University, Duquesne University (Pittsburgh), Queensland University of Technology and the University of Queensland. She has guest-edited journals including “Team Performance”, “Journal of Business & Industrial Marketing”, “Journal of Management and Organization”, “Thunderbird International Business Review” and “International Entrepreneurship and Management Journal”. Dr. Ratten has co-edited six books about Entrepreneurship including Sports Entrepreneurship and Innovation. Her current research focus is on social, innovation and entrepreneurship.
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)”.


Table of contents (8 chapters)

Table of contents (8 chapters)
  • COVID-19, Technology and Marketing

    Pages 1-20

    Ratten, Vanessa (et al.)

  • COVID in the Aviation Industry: Crisis Management, Its Decisions and Outcomes

    Pages 21-31

    Thaichon, Patamaporn

  • The Importance of E-Commerce and Customer Relationships in Times of COVID-19 Pandemic

    Pages 33-58

    Oliveira, Margarida (et al.)

  • Successful COVID-19 Prevention Factors and Their Effect on the Economy: A Comparison Between Thailand, Vietnam and Australia

    Pages 59-83

    Casper Ferm, Lars-Erik (et al.)

  • Marketing Automation in Business-to-Business Relationships and the Emerged Value Cocreation

    Pages 85-99

    Mattos, Diogo (et al.)

Buy this book

eBook $129.00
price for USA in USD
  • ISBN 978-981-16-1442-2
  • Digitally watermarked, DRM-free
  • Included format: EPUB, PDF
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Hardcover $169.99
price for USA in USD
  • ISBN 978-981-16-1441-5
  • Free shipping for individuals worldwide
  • Institutional customers should get in touch with their account manager
  • Covid-19 shipping restrictions
  • Usually ready to be dispatched within 3 to 5 business days, if in stock
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Bibliographic Information

Bibliographic Information
Book Title
COVID-19, Technology and Marketing
Book Subtitle
Moving Forward and the New Normal
Editors
  • Vanessa Ratten
  • Park Thaichon
Copyright
2021
Publisher
Palgrave Macmillan
Copyright Holder
The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Nature Singapore Pte Ltd.
eBook ISBN
978-981-16-1442-2
DOI
10.1007/978-981-16-1442-2
Hardcover ISBN
978-981-16-1441-5
Edition Number
1
Number of Pages
XIV, 161
Number of Illustrations
3 b/w illustrations, 2 illustrations in colour
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