CHANGES IN THE ORGANIZATION’S MARKETING ACTIVITY IN LIGHT OF THE SARS-COV-2 PANDEMIC

FUCIU Mircea, Lucian Blaga University of Sibiu

Abstract:
The SARS-COV-2 pandemic has uprooted and changed our lives in an almost irrevocable manner. The current pandemic has changed our behaviour, our consumption, our way of life, but most of all it has affected the business environment. The current paper aims to underline some changes that have occurred in the lives of the organizations and of their marketing activities due to the SARS-COV-2 pandemic. The pandemic has led to some changes in the way we think about marketing and how we implement the marketing activity. The ideas of self-isolation, individualism, self-centrism are terms that created new marketing and advertising strategies that the companies must adopt if they want to survive. The paper points out several changes that the companies undertook in order to adapt their marketing and advertising message to the current situation combined with the need for creative and innovative actions and strategies need for survival in a highly competitive and uncertain business environment. The article also pint out two important dimensions and four marketing strategies that are based on innovative actions.

Keywords: Marketing, Online, Sars-Cov-2, Pandemic, Advertising

JEL Classification: M30, M31, M39

Volume: 72, Issue: 2

Pages: 27 - 35

Publication date: July, 2020

Download the article: http://economice.ulbsibiu.ro/revista.economica/archive/72203fuciu.pdf

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