| Description |
1 online resource (273 p.) |
| Contents |
Cover -- Half Title -- Title Page -- Copyright Page -- About the Editors -- Table of Contents -- Contributors -- Abbreviations -- Acknowledgments -- Preface -- Introduction -- 1. Alexa, Show Some Empathy: Personified Brands Failing to Engage Customers During COVID-19 -- 2. Brand Engagement in Consumers' Lives During COVID-19 Times -- 3. Marketing in a Box: Resilient Strategies Amid the Crisis -- 4. Influencer Marketing in an Uncertain Economic Climate: A Wasted Opportunity -- 5. "It's Not Panic, I'm Just Getting Prepared": Exploring Changes in Consumer Behavior During the COVID-19 Pandemic |
|
6. Trust Me! Building Consumers' Trust During the COVID-19 Pandemic -- 7. How Restrictive Conditions Require Marketing Decisions Based on Analytics and Predictive Modeling: A Description of Two Cases -- 8. Black Swan Instinct: Emerging Trend Models of Consumer Behavior -- 9. The Role of Internal Marketing During the COVID-19 Crisis -- 10. Adapting Marketing Channels During COVID-19 -- 11. Omnichannel Strategies in Retail Places: How Consumers Changed Their Shopping Routines During the Pandemic -- 12. Strategies for Nonprofit Organizations in Contingency Environments -- Glossary -- Index |
| Notes |
Description based upon print version of record |
| Subject |
Marketing.
|
|
Consumer behavior.
|
|
Business names.
|
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COVID-19 Pandemic, 2020-
|
| Form |
Electronic book
|
| Author |
Amezcua Nuñez, Juan Bernardo
|
| ISBN |
1000608948 |
|
9781000608946 |
|
