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.
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Ratten, V., Thaichon, P. (2021). COVID-19, Technology and Marketing. In: Ratten, V., Thaichon, P. (eds) COVID-19, Technology and Marketing. Palgrave Macmillan, Singapore. https://doi.org/10.1007/978-981-16-1442-2_1
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DOI: https://doi.org/10.1007/978-981-16-1442-2_1
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