COVID-19時代の偶然性マーケティング
Marketing by Contingency in the Time of COVID-19
Overcoming Business Crises and Meeting Marketing Challenges
de la Peña, Alicia (EDT)
Amezcua Nuñez, Juan Bernardo (EDT)
- 出版社：Apple Academic Press Inc.
- 出版年月：2022年 12月
- ISBN：9781774911051
- 装丁：HRD
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装丁について
- 言語：ENG
- 巻数・ページ数：252 p.
- 分類： マーケティング
- DDC分類：658.5
- 内容紹介：
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Provides conceptual and empirical evidence from a marketing and business perspective about how organizations have coped with the COVID-19 pandemic. Using case studies, the chapters identify the critical elements for strengthening a product or company's brand value, and loyalty during this time of crisis and uncertainty.