Professor Meenakshi Handa, Guru Gobind Singh Indraprastha University, University School of Management Studies, Sector 16C, Room No. D-108, Dwarka, New Delhi 110078, India, e-mail: meenakshi_handa@hotmail.com
Research PaperVol 18, Issue 2, 2023 Marketing Science and Inspirations Journal Paper

Marketing strategies in response to tough times – lessons from India during a global crisis

This study contributes to the extant literature by highlighting the marketing strategies and tactics adopted by organizations during during the Covid-19 pandemic. The themes indicate that, by and large, the response of firms to the current pandemic is in line with the marketing strategies adopted during previous environmental disruptions, as substantiated by various examples.

Open article

Browse more articles by category

null

RESEARCH PAPERS

Click to browse articles >

null

MARKETING BRIEFS

Click to browse articles >

null

SHORT COMMUNICATIONS

Click to browse articles >

null

REVIEWS

Click to browse articles >

null

DICTIONARY

Click to browse articles >

Get published in Marketing Science & Inspirations

SUBMIT YOUR RESEARCH