Post-pandemic marketing : when the peripheral becomes the core
Purpose: The purpose of this paper is to articulate the impact of COVID-19 on marketing. It will shift from “physical first” to “digital first,” and from “selling to serving” the customers. This will impact all 4 Ps of marketing, as well as branding and innovation. Design/methodology/approach: It is a conceptual paper based on literature review. The underlying construct used is transaction cost economics (TCE). Findings: Using TCE, the paper finds that both consumers and marketers are very willing to shift to e-commerce and digital platforms which are both convenient, as well as cost-effective. Also, customer support organization will become a strategic advantage in interactive marketing. Originality/value: This is an original paper written specifically for the special issue on the post-pandemic shock.
Year of publication: |
2021
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Authors: | Sheth, Jagdish N. |
Published in: |
Journal of Research in Interactive Marketing. - Emerald, ISSN 2040-7122, ZDB-ID 2556111-X. - Vol. 16.2021, 1 (28.12.), p. 37-44
|
Publisher: |
Emerald |
Saved in:
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