Marketing mix strategies during and after COVID-19 pandemic and recession: a systematic review

Purpose This study aims to answer two important questions: (1) Whether companies should reduce or increase the marketing expenses to face the recession caused by COVID-19? and (2) What marketing mix strategies should companies undertake to shine in the post-pandemic world? Design/methodology/approach As recession caused by the COVID-19 crisis is one of the main drivers of business environment and customer behaviour changes, the authors...