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Marketing in the era of COVID-19

Author

Listed:
  • Janny C. Hoekstra

    (University of Groningen)

  • Peter S. H. Leeflang

    (University of Groningen
    Aston Business School
    Member of the Royal Academy of Arts and Sciences)

Abstract

We discuss the effects of COVID-19 on consumer behaviour and elaborate on the consequences of this disruption for marketing strategies and marketing policies. The crisis shows similarities with changes in consumer behaviour and the way marketing is carried out during economic downturns. However, it also displays characteristics which differ from downcycles, such as shifts in consumption between categories and the accelerated shift from offline to online behaviour. This is forced by the re-evaluation of life priorities by final consumers.

Suggested Citation

  • Janny C. Hoekstra & Peter S. H. Leeflang, 2020. "Marketing in the era of COVID-19," Italian Journal of Marketing, Springer, vol. 2020(4), pages 249-260, December.
    • Handle: RePEc:spr:ijmark:v:2020:y:2020:i:4:d:10.1007_s43039-020-00016-3
    DOI: 10.1007/s43039-020-00016-3
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    References listed on IDEAS

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