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New Marketing Perspective in Post-Covid Era with the Application of Business Intelligence
Business Intelligence and Human Resource Management: Concept, Cases, and Practical Applications ; : 221-242, 2022.
Article in English | Scopus | ID: covidwho-2318051
ABSTRACT
People in the post-Covid situation consider this as a challenge for personal, social, and organisational goals. The pandemic due to Covid-19 has brought in a drastic change in the attitude preferences and expectations of consumers. To meet the changes in the expectations of consumers, the businesses are forced to bring changes in marketing strategies using the business intelligence (BI) tools. This chapter explores how BI tools can capitalise this social distancing environment into opportunities for holistic growth of organisations, societies, and individuals. It explores the theoretical and pragmatic perspectives of marketing strategies in the post-Covid Era that can be developed using the BI tools. Considering the advancement due to BI, the chapter gives a workable marketing model to help business organizations attain their goals. The research methodology adopted is exploratory in nature, which identifies the need for marketing activities of corporates. The research maps available BI tools and techniques to execute marketing activities more effectively in this virtually connected business environment. The findings disclosed the successful application of BI tools for developing marketing strategies according to the changing business environment and identifying the role of BI in developing marketing strategies accordingly. © 2023 selection and editorial matter, Deepmala Singh, Anurag Singh, Amizan Omar & S.B Goyal.

Full text: Available Collection: Databases of international organizations Database: Scopus Topics: Long Covid Language: English Journal: Business Intelligence and Human Resource Management: Concept, Cases, and Practical Applications Year: 2022 Document Type: Article

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Full text: Available Collection: Databases of international organizations Database: Scopus Topics: Long Covid Language: English Journal: Business Intelligence and Human Resource Management: Concept, Cases, and Practical Applications Year: 2022 Document Type: Article