Do brands matter during a pandemic? : examining marketing communications during COVID-19 / Sabithulla Khan.
With the sudden onset of the COVID-19 pandemic, many companies and brands had to quickly adjust their marketing plans, some more successfully than others. This case explores branding and marketing communications during a crisis and asks students how companies can best maintain sensitivity while avoi...
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| Main Author: | |
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| Format: | Ebook |
| Language: | English |
| Published: |
London :
SAGE Publications: SAGE Business Cases Originals,
2020.
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| Series: | SAGE Business Cases.
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| Subjects: | |
| Online Access: | SAGE |
| Summary: | With the sudden onset of the COVID-19 pandemic, many companies and brands had to quickly adjust their marketing plans, some more successfully than others. This case explores branding and marketing communications during a crisis and asks students how companies can best maintain sensitivity while avoiding a loss in consumer loyalty. |
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| Physical Description: | 1 online resource : illustrations. |
| ISBN: | 1529752116 9781529752113 |