This book includes narratives from both a firm and customer point of view, providing recommendations to the business community on marketing in a post-Covid-19 world.
In doing so, the book elaborates on why the COVID-19 economic crisis occurred and continues to persist, from a customer behavior-based perspective. In addition, it addresses how firms can adjust their strategies to adapt to changes in their customers' preferences, highlighting customer centric growth strategies firms need to employ. With that, the book also includes specific customer centric principles that are needed during and after the COVID-19 economic crisis, through the author's customer centric counter COVID business framework.
The book includes interviews, as well as case studies, for both practitioners, and students alike.
