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Do brands matter during a pandemic? [electronic resource] : examining marketing communications during COVID-19 / Sabithulla Khan

Author
Khan, Sabithulla
Published
London : SAGE Publications: SAGE Business Cases Originals, 2020.
Physical Description
1 online resource : illustrations
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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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ISBN
9781529752113 (ebook)
View MARC record | catkey: 40808076