IDEAS home Printed from https://ideas.repec.org/a/rej/journl/v24y2021i79p2-21.html
   My bibliography  Save this article

Adapting and Modernizing the Post-Covid Marketing Policy Under the Impact of Consumption Challenges

Author

Listed:
  • Victor Danciu

Abstract

The turmoil created by the COVID-19 pandemic in all components of the society has effects that become challenging for people and companies. This scientific approach aims at drawing attention primarily to the new trends in consumption and consumer behavior. The main trends identified are the reduction of expenses, the priority given to basic needs satisfaction, the changes of the structure of the consumer basket, the increasing digitalization, the increase of home delivery, the reorientation towards local shopping, the omnichannel services and increasing of the importance of the green content. The transformation, enrichment and improvement of marketing and especially of the marketing policy in accordance with the change of consumption is another objective of the research. Achieving these objectives will depend on the digital marketing practices and strategies and tactics of product, communication, distribution and price adapted to the new realities.

Suggested Citation

  • Victor Danciu, 2021. "Adapting and Modernizing the Post-Covid Marketing Policy Under the Impact of Consumption Challenges," Romanian Economic Journal, Department of International Business and Economics from the Academy of Economic Studies Bucharest, vol. 24(79), pages 2-21, March.
    • Handle: RePEc:rej:journl:v:24:y:2021:i:79:p:2-21
    as

    Download full text from publisher

    File URL: http://www.rejournal.eu/sites/rejournal.versatech.ro/files/articole/2021-03-29/3630/rej20217901danciu.pdf
    Download Restriction: no
    ---><---

    More about this item

    Keywords

    COVID-19; Consumption; consumer behavior; marketing policy; marketing digitalization;
    All these keywords.

    JEL classification:

    • M21 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Economics - - - Business Economics
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:rej:journl:v:24:y:2021:i:79:p:2-21. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Radu Lupu (email available below). General contact details of provider: https://edirc.repec.org/data/frasero.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.