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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