Marketing in the Era of COVID-19

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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.
Original languageEnglish
Pages (from-to)249-260
JournalItalian Journal of Marketing
Issue number4
Publication statusPublished - 2020


  • Downcycle
  • Marketing strategy
  • Marketing policy
  • Consumer behaviour

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