This book addresses how Covid-19 has damaged businesses and how businesses can adapt to the new normal. In doing so, the book contributes to theories associated with the marketing management, by assessing opportunities and challenges associated with the implementation of technology and marketing management during and post Covid-19. Although there is increasing research in consumer or business management acceptance of new technologies and digital marketing, the impact of these on marketing management during the Covid-19 are not adequately investigated, leading to overstated hypothetical predictions of its future potential. Chapters in the book therefore focus on new economic models such as sharing economy and business structures such as omnichannel, where advancements have enabled firms to build a one-on-one relationship with customers by collecting, storing, aggregating and analysing customer information across various touchpoints. Contributions in the book also focus on new technologies such as blockchain, automation solution, information technology management, and customer relationship management (CRM) in highlighting connections between these new technologies and marketing management. The book will be useful for anyone aiming to gain a better understanding of the current and future technologies that may play a role or have a robust impact on marketing management during Covid-19.

lgli/P:\springer_dnd140621\springer\10.1007%2F978-981-16-1442-2.pdf

scihub/10.1007/978-981-16-1442-2.pdf

505826_1_En_Print.indd

Ratten, Vanessa; Thaichon, Park

Vanessa Ratten; Park Thaichon

Achim Pothmann

u6fonter

Springer Nature Singapore Pte Ltd Fka Springer Science + Business Media Singapore Pte Ltd

Springer Nature, Singapore, 2021

Singapore, Singapore

15, 2021

producers:
Acrobat Distiller 10.0.0 (Windows)

Acknowledgments 5
Contents 6
Contributors 8
List of Figures 10
List of Tables 11
1 COVID-19, Technology and Marketing 13
1.1 Introduction 13
1.2 COVID-19 and Health Crises Management 16
1.3 Marketing Relationships 18
1.4 COVID-19 and Risk 20
1.5 COVID-19 and Entrepreneurship 23
1.6 Contributions of Book to Research Development 25
1.7 Contribution to Literature on COVID-19, Technology and Marketing 27
1.8 Implications for Practice 28
1.9 Conclusion 28
References 29
2 COVID in the Aviation Industry: Crisis Management, Its Decisions and Outcomes 33
2.1 Introduction 33
2.2 Overview of the Aviation Industry Before and During the COVID19 35
2.3 Crisis Management—Decisions and Outcomes 36
2.4 Conclusion 41
References 41
3 The Importance of E-Commerce and Customer Relationships in Times of COVID-19 Pandemic 44
3.1 Introduction 44
3.2 E-Commerce 47
3.2.1 The Security of E-Commerce Purchases 49
3.2.2 Availability of Information About Prices and Products in E-Commerce 50
3.2.3 E-Commerce Shopping Return Policies 51
3.2.4 Sustainability and Privacy in E-Commerce 52
3.3 Relationship with Customers in E-Commerce 54
3.4 Materials and Methods 56
3.4.1 Sampling and Data Collection 56
3.4.2 Research Instrument 57
3.4.3 Analytical Methods 58
3.5 Results and Discussion 58
3.5.1 Respondents Demographic Characteristics 58
3.5.2 Descriptive Analysis of the Items of the Scales Under Study 59
3.5.3 Exploratory Factor Analysis 61
3.5.4 Relationship Between E-Commerce and Customer Relations 63
3.6 Conclusions 64
References 66
4 Successful COVID-19 Prevention Factors and Their Effect on the Economy: A Comparison Between Thailand, Vietnam and Australia 70
4.1 Background 70
4.2 Geology and Climate 72
4.3 Culture 73
4.4 Transportation 75
4.5 Medical Hub 76
4.6 Lockdown and Curfew 77
4.7 14 Days Quarantine 79
4.8 Social Distancing 80
4.9 Discipline: Wearing a Face Mask 81
4.10 Economic Comparison of Thailand, Vietnam and Australia During the Outbreak 82
4.11 Conclusion 86
References 87
5 Marketing Automation in Business-to-Business Relationships and the Emerged Value Cocreation 95
5.1 Introduction 95
5.2 Theoretical Framework 97
5.2.1 Value Cocreation 97
5.2.1.1 Content Marketing 98
5.2.1.2 Marketing Automation 99
5.3 Methodology 102
5.4 Results and Discussion 103
5.4.1 The Practice of Inbound Marketing 103
5.4.2 Marketing Automation Management 106
5.5 Conclusions 108
References 108
6 Perception of Career Success in Times of COVID-19 Pandemic 110
6.1 Introduction 110
6.2 Perception of Career Success 112
6.2.1 Career Concept 112
6.2.2 Career Success Concept 112
6.2.3 Career Success Perception 113
6.2.4 Objective and Subjective Success 113
6.3 Method 115
6.3.1 Population and Sample 115
6.3.2 Data Collection Instrument 115
6.3.3 Procedures 116
6.4 Results and Discussion 118
6.4.1 Sample Characterisation 118
6.4.2 Descriptive Analysis of Items on the Career Success Perception Scale 118
6.4.3 Exploratory Factor Analysis 118
6.4.4 Confirmatory Factor Analysis 120
6.4.5 Structural Model 121
6.4.6 Descriptive Analysis of the Factors of the Career Success Perception Scale 123
6.5 Conclusion 126
References 127
7 Exploratory Analysis of the Christmas Symbology Importance 130
7.1 Introduction 130
7.2 Literature Review 132
7.2.1 Historical Facts 132
7.2.2 The Evolution of the Christmas Celebration 133
7.3 Methodology 137
7.3.1 Population and Sample 137
7.3.2 Data Collection Instruments 138
7.3.3 Procedures 139
7.4 Results and Discussion 140
7.4.1 Exploratory Factor Analysis 140
7.4.2 Consumption and Importance of the Symbology in Christmas Season 142
7.4.3 Descriptive Analysis of the Christmas Symbology Importance 144
7.5 Conclusion 146
References 149
8 COVID-19: Future Marketing and Technology Research Challenges 152
8.1 Introduction 152
8.2 Crisis Management 154
8.3 Future Research 155
8.3.1 Context 156
8.3.2 Research Approaches 157
8.3.3 Integrative Opportunities 159
8.4 Practitioner Perspective 161
8.5 Policy Implications 162
8.6 Conclusion 163
References 164
Index 167

"The text explores the changes in new digital technology as well as the challenges faced by modern marketing management through the lens of the current covid pandemic which is interesting and timely.." -Isaac Cheah, Curtin University, Australia "This book can be a useful compass for the future as the changes forced by COVID-19 will have permanent characteristics and significant impact on global markets and businesses." -Nikolaos Apostolopoulos, Neapolis University Pafos, Cyprus "Ratten and Thaichon's timely text explores multiple, international, perspectives on the relationship between technology and marketing within the context of the Corona pandemic. As such it will serve as a valuable reference point for those seeking to understand the technology-business dynamic, and those keen to benefit from it." -Andreas Walmsley, Coventry University, United Kingdom "A timely, novel view, a relevance book for our times. A must read to understand how companies and individuals try to adapt and overcome obstacles, succeed or fail under what is considered by many the worst health crisis and economic downfall in modern history." -Oscar Javier Montiel Mendez, Universidad Autónoma de Ciudad Juárez, Mexico This book addresses how Covid-19 has damaged businesses and how businesses can adapt to the new normal. In doing so, the book contributes to theories associated with the marketing management, by assessing opportunities and challenges associated with the implementation of technology and marketing management during and post Covid-19. The book will be useful for anyone aiming to gain a better understanding of the current and future technologies that may play a role or have a robust impact on marketing management during Covid-19. Vanessa Ratten is Associate Professor at the La Trobe University, Australia. She is the Programme Coordinator of the Entrepreneurship and Innovation degrees at La Trobe Business School. Park Thaichon is the Cluster Leader of the Relationship Marketing for Impact Research Cluster and the Program Director of the Master of Marketing at Griffith University. Park main research interests include relationship marketing, big data, privacy, dark marketing, and consumer behaviour

2021-10-10