COVID-19 Review, Analysis and Future Research
Directions: Implications for Marketers

Received: April 23, 2020| Revised: : June 15, 2021 | Accepted: Sept. 15, 2021

Vol 29, Issue-4, October-December 2021

Abstract Purpose: The purpose of this conceptual paper is to analyze, review, and articulate the impact of the COVID-19 pandemic on marketers. While scholars have explored the impact of the pandemic on marketing, extant research on this topic has been disparate, unstructured, and disconnected. This paper addresses that need and contributes to the literature Design/Methodology/Approach: This is a conceptual paper that addresses the impact of the pandemic caused to firms and retailers, and provides them with innovative and strategic directions to achieve a blueprint for success. Download View

Keywords: COVID-19 pandemic, marketing strategies, e-commerce, corporate social responsibility, innovation, digital marketing


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