Nikbin, Davoud; Iranmanesh, Mohammad; Ghobakhloo, Morteza; … - In: Asia-Pacific Journal of Business Administration 14 (2021) 4, pp. 405-420
Purpose: This study aims to answer two important questions: (1) Whether companies should reduce or increase the marketing expenses to face the recession caused by COVID-19? and (2) What marketing mix strategies should companies undertake to shine in the post-pandemic world?...