Read more
This book addresses the issue of how consumer behavior changed during the COVID-19 pandemic in two themes.The topic is examined using a psychological framework. The book reflects on Maslow's pyramid of needs and attempts to describe the changes and trends in consumer behavior.In the second topic area, the topic of omnichannel marketing is explained in more detail as a focal point. The COVID-19 pandemic has brought with it implications for both the supply chain and customer conditions.The responses from the companies to achieve customer solutions digitally will be presented based on the consumers and their expectations. Omnichannel marketing is explained in connection with the current COVID-19 situation in order to analyze the connection with the current consumer behavior.This provides an overview regarding effective omnichannel marketing practices to develop effective customer management strategies even after the pandemic.
About the author
Daniel Gulis MSc, completed his bachelor's degree in economics at Goethe University in Frankfurt am Main, followed by a master's degree at Paris Lodron University in Salzburg. Since 2021, he has been working as an auditing assistant at the auditing firm Ernst & Young in Vienna.
