مقاله:بازاریابی تحول آفرین در شرایط جدید

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خلاصه مقاله : 

Transformative marketing has been heralded as the future of marketing. While the initial catalyst for transformative

marketing was the desire of customers for more meaningful engagement, the global impact of great

crises (or mega disruptions) has accelerated the evolution of transformative marketing. With a focus on businessto-

business (B2B) marketing, this article aims to offer transformative marketing insights to support B2B marketers

in preparing for, navigating in, and recovering from great crises using the great lockdown that transpired

during the coronavirus disease 2019 (COVID-19) pandemic as a case. To do so, this article employs the marketing

mix as an organizing framework and performs an integrative review of practice and scholarly articles relating to

B2B marketing and COVID-19. In doing so, this article delivers a seminal integrative review that is informed by

both practice and scholarly sources in B2B marketing, thereby establishing its methodological novelty and value.

More importantly, this article highlights “what” is necessary and “how” B2B marketers can (re)configure the

product, price, place, promotion, people, process, and physical evidence elements of their marketing activities to

steer their B2B marketing operations toward success in a world where global crises are a commonplace.

Therefore, this article contributes in two major ways: the first from a theoretical perspective, by extending the

theoretical generalizability of transformative marketing, and the second from a managerial standpoint, by

shedding light on practitioner issues and offering practical suggestions for B2B marketers to prepare for, navigate

in, and recover from great crises in the new normal