Changes in marketing management induced by the COVID-19 pandemic: Lithuanian organisations’ marketing landscape

Emergent marketing strategies and their influence on the Customer Value Proposition of Fast-Moving Consumer Goods (FMCG) businesses during Covid 19 Pandemic in Botswana

“…This led to retailers scrambling for unconventional methods to best serve the consumer whose behaviour was changing so dissolutely (McKinsey & Company, 2021). Due to strict movement restrictions, cancelled social gatherings, transition to remote work, pandemic-induced panic purchasing, and preference of online purchasing to avoid overcrowded shopping places (Alshammari, 2021;Heins, 2022;McKinsey & Company, 2020;Redda, 2021;Sayyida et al, 2021) retailers had to rethink their marketing strategies (Šontaitė-Petkevičienė et al, 2021). Sheth (2020) postulates that advancement in emerging technologies, changes in demographics, and consumer adaptation to learning the blurred lines between education, work, and leisure influenced changes in consumer behaviour.…”

“…Marketing is a function of the business concerned with capturing market insights, connecting with target customers, building lasting brands that resonate well with customers, creating value, delivering value created, and customer value proposition (Kotler & Keller, 2016). Such has been a mammoth challenge for businesses as the COVID-19 induced marketing landscape went through significant changes (Šontaitė-Petkevičienė et al, 2021). The COVID-19 marketing landscape resulted in changes to the metrics of consumer demand (McKinsey & Company, 2021).…”