Marketing by Contingency in the Time of COVID-19 Overcoming Business Crises and Meeting Marketing Challenges

Marketing by Contingency in the Time of Covid-19: Overcoming Business Crises and Meeting Marketing Challenges provides conceptual and empirical evidence from a marketing and business perspective about how firms and nonprofit organizations in developing countries have coped with the Covid-19 pandemic. The Covid-19 pandemic became not only a health threat but also a business threat and challenge. This book analyzes successful—and failed—marketing strategies that have been implemented by renowned and emerging firms and nonprofit organizations in reaction to the unprecedented market situation caused by the Covid-19 pandemic. Using case studies, the chapters identify the elements that were critical for strengthening a product or company’s brand value, consumer satisfaction, and loyalty during this time of crisis and uncertainty. The information and experiences shared here show how organizations learned to be resilient and reacted to challenging market situations using creativity and innovation to present consumers with prompt solutions to cover their most basic needs. Topics cover brand engagement, influencer marketing, building consumer trust, navigating restrictive conditions using analytics and predictive modeling, internal marketing, and more. Key features: Presents and assesses strategies to react to business challenges—both economic and social Provides conceptual and empirical evidence on how to deliver value to consumers in times of uncertainty Shows the reality faced by businesses and nonprofit organizations when a crisis emerges Evaluates the critical role of social media and e-commerce as strategic resources to help business and nonprofit organizations survive—and even grow—during a crisis Examines the role of internal marketing during a pandemic The successes and failures of the marketing strategies discussed in this volume will aid professors and students, business leaders, marketing professionals, public relations professionals, and others in identifying the processes needed to overcome business and social troubles during periods of crisis.

1. Alexa, Show Some Empathy: Personified Brands Failing to Engage Customers During COVID-19 Juan Bernardo Amezcua Nuñez 2. Brand Engagement in Consumers’ Lives During COVID-19 Times Claudia Quintanilla 3. Marketing in a Box: Resilient Strategies Amid the Crisis Alicia de la Peña 4. Influencer Marketing in an Uncertain Economic Climate: A Wasted Opportunity Isabel Morteo 5. “It’s Not Panic, I’m Just Getting Prepared”: Exploring Changes in Consumer Behavior During the COVID-19 Pandemic Teresa Treviño 6. Trust Me! Building Consumers’ Trust During the COVID-19 Pandemic Flor Morton 7. How Restrictive Conditions Require Marketing Decisions Based on Analytics and Predictive Modeling: A Description of Two Cases Juan Ignacio Gonzalez Espinosa 8. Black Swan Instinct: Emerging Trend Models of Consumer Behavior Ana Zavala-Parrales and Ana Ruiz-Medina 9. The Role of Internal Marketing During the COVID-19 Crisis Eva M. Guerra-Leal, Nancy B. Ortiz, and Raúl Ruiz 10. Adapting Marketing Channels During COVID-19 Gloria Camacho 11. Omnichannel Strategies in Retail Places: How Consumers Changed Their Shopping Routines During the Pandemic Ena Yuritze Barón López 12. Strategies for Nonprofit Organizations in Contingency Environments Cecilia Isabel Calderón-Valencia

Alicia de la Peña, PhD, is a full-time Research Professor in the School of Marketing at Autonomous University of Coahuila, Mexico. Her research has been funded by the Mexican Secretary of Education. Her work has been published in the International Journal of Consumer Studies, the Journal of Nonprofit and Public Sector Marketing, and the International Journal of the Built Environment and Asset Management, and she has also published several books. Dr. de la Peña is also a consultant in digital marketing strategies. She is a member of the National System of Researchers in Mexico (SNI) and the American Marketing Association (Mexico City Chapter). Dr. de la Peña’s research interests include consumer behavior, consumer well-being, consumer health, and the use of social networks. Dr. de la Peña earned her PhD in Business Administration from EGADE Business School within the marketing/responsible consumer behavior research track. She earned a master’s in business administration from Universidad Iberoamericana (2001) and graduated with honors from Tecnologico de Monterrey completing a BA in Marketing. Bernardo Amezcua Nuñez, PhD, is a full-time Professor in the School of Marketing at Autonomous University of Coahuila, Mexico. He is a member of the National System of Researchers in Mexico (SNI). He also contributes as Associate Editor to the international academic journal Ciencias Administrativas, Teoria y Praxis. He received the Mexico ANUIES National Award 2018 for innovation in teaching practice, intended to recognize teachers who throughout their professional career have been distinguished by performance innovation of high academic quality. He also has been given a best teacher award by Tecnologico de Monterrey in 2018. His research interest focuses on responsible consumer behavior and related topics, such as corporate/university social responsibility, social entrepreneurships, and the sharing economy, about which he has published more than 60 investigations, including 12 papers in international indexed journals and 16 book chapters. He is a business consultant in branding and market research. Dr. Amezcua earned his PhD in Business Administration from EGADE Business School within the marketing/responsible consumer behavior research track.