Changes in marketing management induced by the COVID-19 pandemic: Lithuanian organisations’ marketing landscape
The COVID-19 pandemic has affected all aspects of people's lives, politics, and business. The pandemic forced businesses to overlook their strategies including the marketing function. Therefore, the research aims to determine changes in organizations’ marketing management that have been induced...
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Editura Universităţii „Alexandru Ioan Cuza” din Iaşi / Alexandru Ioan Cuza University of Iasi Publishing house
2021-09-01
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Series: | Scientific Annals of Economics and Business |
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Online Access: | http://saeb.feaa.uaic.ro/index.php/saeb/article/view/1221 |
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doaj-c2344b1e54564556b5f935e43ba8f52b2021-10-04T22:06:45ZengEditura Universităţii „Alexandru Ioan Cuza” din Iaşi / Alexandru Ioan Cuza University of Iasi Publishing houseScientific Annals of Economics and Business2501-31652021-09-0168337940410.47743/saeb-2021-0018252Changes in marketing management induced by the COVID-19 pandemic: Lithuanian organisations’ marketing landscapeMiglė Šontaitė-PetkevičienėAsta KyguolienėViktorija GrigaliūnaitėThe COVID-19 pandemic has affected all aspects of people's lives, politics, and business. The pandemic forced businesses to overlook their strategies including the marketing function. Therefore, the research aims to determine changes in organizations’ marketing management that have been induced by the COVID-19 pandemic in Lithuania. To achieve the aim of the research the analysis and synthesis of scientific literature and questionnaire research have been applied. The analysis of the research results revealed that organisations increasingly take advantage of the benefits of e-commerce. Nevertheless, most of the organisations do not follow global recommendations not to decrease marketing or advertising budgets during the crisis, and it was especially evident during the first wave of the COVID-19 pandemic. Moreover, the assumption could be made that the COVID-19 pandemic will accelerate the paradigm shift in a business-consumer relationship. The provided results are valuable for scientists as well as marketing practitioners. Insights provided in the research will enable organisations to react appropriately to the crisis and take necessary marketing actions. Moreover, the received results have indicated the changes which occurred in the marketing landscape. These findings create scientific value and provide a basis for further research. JEL Codes - H62; H62http://saeb.feaa.uaic.ro/index.php/saeb/article/view/1221covid-19pandemiccrisismarketingmarketing management |
collection |
DOAJ |
language |
English |
format |
Article |
sources |
DOAJ |
author |
Miglė Šontaitė-Petkevičienė Asta Kyguolienė Viktorija Grigaliūnaitė |
spellingShingle |
Miglė Šontaitė-Petkevičienė Asta Kyguolienė Viktorija Grigaliūnaitė Changes in marketing management induced by the COVID-19 pandemic: Lithuanian organisations’ marketing landscape Scientific Annals of Economics and Business covid-19 pandemic crisis marketing marketing management |
author_facet |
Miglė Šontaitė-Petkevičienė Asta Kyguolienė Viktorija Grigaliūnaitė |
author_sort |
Miglė Šontaitė-Petkevičienė |
title |
Changes in marketing management induced by the COVID-19 pandemic: Lithuanian organisations’ marketing landscape |
title_short |
Changes in marketing management induced by the COVID-19 pandemic: Lithuanian organisations’ marketing landscape |
title_full |
Changes in marketing management induced by the COVID-19 pandemic: Lithuanian organisations’ marketing landscape |
title_fullStr |
Changes in marketing management induced by the COVID-19 pandemic: Lithuanian organisations’ marketing landscape |
title_full_unstemmed |
Changes in marketing management induced by the COVID-19 pandemic: Lithuanian organisations’ marketing landscape |
title_sort |
changes in marketing management induced by the covid-19 pandemic: lithuanian organisations’ marketing landscape |
publisher |
Editura Universităţii „Alexandru Ioan Cuza” din Iaşi / Alexandru Ioan Cuza University of Iasi Publishing house |
series |
Scientific Annals of Economics and Business |
issn |
2501-3165 |
publishDate |
2021-09-01 |
description |
The COVID-19 pandemic has affected all aspects of people's lives, politics, and business. The pandemic forced businesses to overlook their strategies including the marketing function. Therefore, the research aims to determine changes in organizations’ marketing management that have been induced by the COVID-19 pandemic in Lithuania. To achieve the aim of the research the analysis and synthesis of scientific literature and questionnaire research have been applied. The analysis of the research results revealed that organisations increasingly take advantage of the benefits of e-commerce. Nevertheless, most of the organisations do not follow global recommendations not to decrease marketing or advertising budgets during the crisis, and it was especially evident during the first wave of the COVID-19 pandemic. Moreover, the assumption could be made that the COVID-19 pandemic will accelerate the paradigm shift in a business-consumer relationship. The provided results are valuable for scientists as well as marketing practitioners. Insights provided in the research will enable organisations to react appropriately to the crisis and take necessary marketing actions. Moreover, the received results have indicated the changes which occurred in the marketing landscape. These findings create scientific value and provide a basis for further research.
JEL Codes - H62; H62 |
topic |
covid-19 pandemic crisis marketing marketing management |
url |
http://saeb.feaa.uaic.ro/index.php/saeb/article/view/1221 |
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