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COVID-19, Technology and Marketing

In: COVID-19, Technology and Marketing

Author

Listed:
  • Vanessa Ratten

    (La Trobe University)

  • Park Thaichon

    (Griffith University)

Abstract

COVID-19 is a health pandemic that has substantially affected the way people live and work. As a result of COVID-19 restrictions including working from home and social distancing, the use of digital technology has increased. As a result, marketers have had to integrate new marketing techniques in order to facilitate more empathetic and authentic communications. This is due to a need for marketers to appear realistic but also in tune with changing societal conditions. The aim of this chapter is to discuss in more depth the impact of COVID-19 on technology and marketing practices. This includes focusing on crises management and entrepreneurial thinking as a way to integrate innovative marketing techniques. Implications for advancing marketing practice and theory are stated that highlight the need to integrate COVID-19 perspectives.

Suggested Citation

  • Vanessa Ratten & Park Thaichon, 2021. "COVID-19, Technology and Marketing," Springer Books, in: Vanessa Ratten & Park Thaichon (ed.), COVID-19, Technology and Marketing, edition 1, chapter 0, pages 1-20, Springer.
    • Handle: RePEc:spr:sprchp:978-981-16-1442-2_1
    DOI: 10.1007/978-981-16-1442-2_1
    as

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