Crisis Marketing 4.0: Crisis as Marketing

International Journal of Economics and Management Studies

© 2021 by SSRG - IJEMS Journal

Volume 8 Issue 11

Year of Publication : 2021

Authors : Jan Lies

10.14445/23939125/IJEMS-V8I11P101

How to Cite?

Jan Lies, "Crisis Marketing 4.0: Crisis as Marketing," SSRG International Journal of Economics and Management Studies, vol. 8,  no. 11, pp. 1-6, 2021. Crossref, https://doi.org/10.14445/23939125/IJEMS-V8I11P101

Abstract:

Traditional crises marketing is frequently indicated as weak. Even today, marketing often operates procyclical and sometimes is viewed as “bad costs”. Crisis marketing seems to fade away between crisis management (organizational view) and corporate communication with a focus on reputation (stakeholder view). The objective of this contribution is to develop the crises competencies of marketing. Thus, it supports the call to integrate fragmented marketing and communication expertise aiming to satisfy customer needs in crisis and, thus, regain competitiveness within the crisis. To attain this objective, this contribution retraces the evolution of crisis marketing 1.0 to 4.0. It will elaborate on the convergence of marketing and corporate communication as crisis marketing in the digital age. The relevance of crises for customers, e.g., the ongoing pandemic crises, indicates that crises are not just events to react on as “firefighting”, but an occasion for marketing to make brands become customer experience especially in a crisis. Thus, contemporary marketing views crisis as marketing. –The applied method is a literature review.

Keywords:

Crisis, Marketing, Marketing 3.0, Marketing 4, Digitization, Digitality.

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