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- Title
MARKETING EN LA PRÓXIMA NORMALIDAD.
- Authors
Viltard, Leandro A.
- Abstract
The unprecedented, borderless and undisclosed environment the world is going through --thanks to the coronavirus pandemic- only offers excitation, doubts and untold results. The next humanitarian and business trajectory is still unwritten and nobody knows where it is moving, the ending point and the right time of arrival. Executives must transit this time with a non-experience-accepted road map, while reimagining their organizations and Marketing in spite of the foggy path that they have ahead. Probably, the final destiny should be acknowledged as a perpetual ongoing process. It is proposed to develop a socially responsible perspective -with healthy and safety conditions-, engaging the community with a new commitment and real actions. To achieve this objective it is absolutely needed to: a) consider current emerging trends together with new consumer needs, behaviors, concerns, requirements and spending, pivoting on rapid time-to market, platforms/e-services, and personalized/customized products, b) focus brand's vision and strategy on customer's decision journey and higher experiences, innovating and adapting business/operating models, with digital/low-touch/contactless/omnichannel approaches, and c) drive growth, developing partners' ecosystems, articulating the three studied realms (now, recovery and next normal), bringing into line the C-Suite with the rest of the functions, as well as forging up-to-date organizational capabilities such as empathy, agility, resilience, purpose, analytic, care of stakeholders and rapid execution. Under the current circumstances, organizations and --specifically- the Marketing function should be rethought for the period to come. Coincidentally, the hypothesis of this work --which was corroborated- suggests that after COVID-19 there is a need to reimagine organizations and --more precisely- the Marketing function for the next normal to improve organizational performance and results, along with enhancing Customer eXperience (CX). It was performed a bibliographical study, with an exploratory-descriptive work and a qualitative methodology. It was used a non experimental design and, among them, transversal.
- Subjects
BUSINESS ecosystems; BRANDING (Marketing); ROAD maps; CUSTOMER experience; ORGANIZATIONAL aims &; objectives; ORGANIZATIONAL performance; EXPERIMENTAL design
- Publication
Palermo Business Review, 2021, Issue 23, p11
- ISSN
0328-5715
- Publication type
Article