Abstract: Science Set Journal of Economics Research

Abstract:
The purpose of this article is to conceptualize how the profound changes in society and business determined by the restrictions of the Covid-19 pandemic pose particularly deep challenges to marketing practices of management consulting firms. The restrictions aimed at limiting the spread of the pandemic brought a number of disruptions, from a deep global recession to an unprecedented acceleration in the adoption of digital practices across life and business. This work suggests that two streams of research are required to develop a “new marketing normal” framework for consulting firms: how digitally mediated interactions affect “embedded” marketing in the consulting interactions, and how “dedicated” marketing activities need to evolve from current practices to be way more digitally enhanced to fully capture the opportunities of digitally prone customers.