Sheth, Jagdish N. - In: Journal of Research in Interactive Marketing 16 (2021) 1, pp. 37-44
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....
