Marketing in the Age of the Coronavirus Infection Pandemic

DOI

10.2991/aebmr.k.210222.045How to use a DOI?

Keywords

coronavirus, COVID-19, marketing, new economic entity, digitalization

Abstract

The relevance of this study is due to the fact that the whole world has changed due to COVID-19.This changed all business around the world.A new economic entity has arrived.A different marketing policy was needed.The Russian government noted that the Russian economy, like the rest of the world, was affected by the coronavirus.The Russian government claims that Russia is emerging from this crisis with the least losses compared to other countries and is providing significant assistance to the economy and the population of Russia.To eliminate the negative consequences of the coronavirus pandemic in the Russian economy, the Government of the Russian Federation is completely restructuring the economy, using innovative methods of doing business, providing medical assistance to citizens and has achieved impressive results. Russia is moving to a digital economy. Scientists and businesses note the need to change the way marketing agencies, departments and companies work, their structure and the need for them to use modern digital technologies. Most companies have reacted very differently to the pandemic.Some organizations were able to quickly navigate the changing circumstances, but for others, the coronavirus has brought a lot of losses.The transition to self-isolation is associated with the emergence of new types of marketing: search engine marketing, coronamarketing, “ostrichmarketing” and others. The impact of digitalization on the marketing structure of the business is analyzed. It was necessary to find a relationship between digitalization and modern marketing in the context of a pandemic in the Russian Federation. The work of marketing agencies large and small in the age of the COVID-19 was investigated. The use of neural network technologies in marketing to improve the quality of business in the context of coronavirus is considered. A number of requirements are proposed for the structure of modern marketing departments, which they must meet.

Copyright

© 2021, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - T.S. Afanasyeva
AU  - N.I. Grishakina
AU  - N.N. Pokrovskaia
PY  - 2021
DA  - 2021/02/24
TI  - Marketing in the Age of the Coronavirus Infection Pandemic
BT  - Proceedings of International Scientific and Practical Conference “Russia 2020 - a new reality: economy and society” (ISPCR 2020)
PB  - Atlantis Press
SP  - 229
EP  - 233
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.210222.045
DO  - 10.2991/aebmr.k.210222.045
ID  - Afanasyeva2021
ER  -