{"id":"https://openalex.org/W3207728920","doi":"https://doi.org/10.1108/apjba-06-2021-0243","title":"Marketing mix strategies during and after COVID-19 pandemic and recession: a systematic review","display_name":"Marketing mix strategies during and after COVID-19 pandemic and recession: a systematic review","publication_year":2021,"publication_date":"2021-10-12","ids":{"openalex":"https://openalex.org/W3207728920","doi":"https://doi.org/10.1108/apjba-06-2021-0243","mag":"3207728920"},"language":"en","primary_location":{"id":"doi:10.1108/apjba-06-2021-0243","doi":"https://doi.org/10.1108/apjba-06-2021-0243","is_oa":false,"landing_page_url":"https://doi.org/10.1108/apjba-06-2021-0243","pdf_url":null,"source":{"id":"https://openalex.org/S38196630","display_name":"Asia-Pacific Journal of Business Administration","issn_l":"1757-4323","issn":["1757-4323","1757-4331"],"is_oa":false,"is_in_doaj":false,"is_core":true,"listed_in":["abdc-b","cwts-core","jufo-1","norway-1","poland-40","russia-white-list-1"],"host_organization":"https://openalex.org/P4310319811","host_organization_name":"Emerald Publishing Limited","host_organization_lineage":["https://openalex.org/P4310319811"],"host_organization_lineage_names":["Emerald Publishing Limited"],"type":"journal"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Asia-Pacific Journal of Business Administration","raw_type":"journal-article"},"volume":null,"type":"review","indexed_in":["crossref"],"open_access":{"is_oa":false,"oa_status":"closed","oa_url":null,"any_repository_has_fulltext":false},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5004969632","display_name":"Davoud Nikbin","orcid":"https://orcid.org/0000-0003-1218-2377","observed_orcids":["https://orcid.org/0000-0003-1218-2377"]},"institutions":[{"id":"https://openalex.org/I45998257","display_name":"Sohar University","ror":"https://ror.org/02ftvf862","country_code":"OM","type":"education","lineage":["https://openalex.org/I45998257"]}],"countries":["OM"],"is_corresponding":false,"raw_author_name":"Davoud Nikbin","raw_affiliation_strings":["Sohar University, Sohar, Oman"],"raw_orcid":"https://orcid.org/0000-0003-1218-2377","affiliations":[{"raw_affiliation_string":"Sohar University, Sohar, Oman","institution_ids":["https://openalex.org/I45998257"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5066449919","display_name":"Mohammad Iranmanesh","orcid":"https://orcid.org/0000-0001-6964-6238","observed_orcids":["https://orcid.org/0000-0001-6964-6238"]},"institutions":[{"id":"https://openalex.org/I12079687","display_name":"Edith Cowan University","ror":"https://ror.org/05jhnwe22","country_code":"AU","type":"education","lineage":["https://openalex.org/I12079687"]}],"countries":["AU"],"is_corresponding":false,"raw_author_name":"Mohammad Iranmanesh","raw_affiliation_strings":["Edith Cowan University, Perth, Australia"],"raw_orcid":"https://orcid.org/0000-0001-6964-6238","affiliations":[{"raw_affiliation_string":"Edith Cowan University, Perth, Australia","institution_ids":["https://openalex.org/I12079687"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5061179475","display_name":"Morteza Ghobakhloo","orcid":"https://orcid.org/0000-0002-9341-2690","observed_orcids":["https://orcid.org/0000-0002-9341-2690","https://orcid.org/0009-0001-4451-1887"]},"institutions":[{"id":"https://openalex.org/I139322472","display_name":"Universiti Sains Malaysia","ror":"https://ror.org/02rgb2k63","country_code":"MY","type":"education","lineage":["https://openalex.org/I139322472"]},{"id":"https://openalex.org/I172574986","display_name":"Kaunas University of Technology","ror":"https://ror.org/01me6gb93","country_code":"LT","type":"education","lineage":["https://openalex.org/I172574986"]}],"countries":["LT","MY"],"is_corresponding":false,"raw_author_name":"Morteza Ghobakhloo","raw_affiliation_strings":["School of Economics and Business, Kaunas University of Technology, Kaunas, Lithuania and Graduate School of Business, Universiti Sains Malaysia (USM), George Town, Malaysia"],"raw_orcid":"https://orcid.org/0000-0002-9341-2690","affiliations":[{"raw_affiliation_string":"School of Economics and Business, Kaunas University of Technology, Kaunas, Lithuania and Graduate School of Business, Universiti Sains Malaysia (USM), George Town, Malaysia","institution_ids":["https://openalex.org/I139322472","https://openalex.org/I172574986"]}]},{"author_position":"last","author":{"id":"https://openalex.org/A5057955619","display_name":"Behzad Foroughi","orcid":"https://orcid.org/0000-0002-0621-4814","observed_orcids":["https://orcid.org/0000-0002-0621-4814"]},"institutions":[{"id":"https://openalex.org/I98298690","display_name":"I-Shou University","ror":"https://ror.org/04d7e4m76","country_code":"TW","type":"education","lineage":["https://openalex.org/I98298690"]}],"countries":["TW"],"is_corresponding":false,"raw_author_name":"Behzad Foroughi","raw_affiliation_strings":["Department of International Business Administration, I-Shou University, Kaohsiung, Taiwan"],"raw_orcid":"https://orcid.org/0000-0002-0621-4814","affiliations":[{"raw_affiliation_string":"Department of International Business Administration, I-Shou University, Kaohsiung, Taiwan","institution_ids":["https://openalex.org/I98298690"]}]}],"institutions":[],"countries_distinct_count":5,"institutions_distinct_count":5,"corresponding_author_ids":[],"corresponding_institution_ids":[],"apc_list":null,"apc_paid":null,"fwci":2.5907,"has_fulltext":false,"cited_by_count":62,"citation_normalized_percentile":{"value":0.92697291,"is_in_top_1_percent":false,"is_in_top_10_percent":true},"cited_by_percentile_year":{"min":95,"max":100},"biblio":{"volume":"14","issue":"4","first_page":"405","last_page":"420"},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T11711","display_name":"COVID-19 Pandemic Impacts","score":0.49540001153945923,"subfield":{"id":"https://openalex.org/subfields/2002","display_name":"Economics and Econometrics"},"field":{"id":"https://openalex.org/fields/20","display_name":"Economics, Econometrics and Finance"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},"topics":[{"id":"https://openalex.org/T11711","display_name":"COVID-19 Pandemic Impacts","score":0.49540001153945923,"subfield":{"id":"https://openalex.org/subfields/2002","display_name":"Economics and Econometrics"},"field":{"id":"https://openalex.org/fields/20","display_name":"Economics, Econometrics and Finance"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T13355","display_name":"Marketing and Advertising Strategies","score":0.4514000117778778,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T11161","display_name":"Consumer Market Behavior and Pricing","score":0.017899999395012856,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/marketing-mix","display_name":"marketing mix","score":0.9129999876022339},{"id":"https://openalex.org/keywords/covid-19","display_name":"COVID-19 pandemic","score":0.9449999928474426},{"id":"https://openalex.org/keywords/recession","display_name":"economic recession","score":0.8740000128746033},{"id":"https://openalex.org/keywords/marketing-budget","display_name":"marketing budget","score":0.6740000247955322},{"id":"https://openalex.org/keywords/product-strategy","display_name":"product strategy","score":0.7149999737739563},{"id":"https://openalex.org/keywords/pricing-strategy","display_name":"pricing strategy","score":0.8420000076293945},{"id":"https://openalex.org/keywords/promotion-strategy","display_name":"promotion strategy","score":0.925000011920929},{"id":"https://openalex.org/keywords/distribution-strategy","display_name":"distribution strategy","score":0.9599999785423279},{"id":"https://openalex.org/keywords/post-pandemic-marketing","display_name":"post-pandemic marketing","score":0.8190000057220459},{"id":"https://openalex.org/keywords/consumer-behavior","display_name":"consumer behavior","score":0.8600000143051147}],"concepts":[{"id":"https://openalex.org/C195742910","wikidata":"https://www.wikidata.org/wiki/Q176494","display_name":"Recession","level":2,"score":0.8571358919143677},{"id":"https://openalex.org/C98716237","wikidata":"https://www.wikidata.org/wiki/Q193959","display_name":"Marketing mix","level":2,"score":0.7024232149124146},{"id":"https://openalex.org/C162853370","wikidata":"https://www.wikidata.org/wiki/Q39809","display_name":"Marketing","level":1,"score":0.7000796794891357},{"id":"https://openalex.org/C3008058167","wikidata":"https://www.wikidata.org/wiki/Q84263196","display_name":"Coronavirus disease 2019 (COVID-19)","level":4,"score":0.6520363092422485},{"id":"https://openalex.org/C2776950860","wikidata":"https://www.wikidata.org/wiki/Q2914681","display_name":"Originality","level":3,"score":0.5581120252609253},{"id":"https://openalex.org/C144133560","wikidata":"https://www.wikidata.org/wiki/Q4830453","display_name":"Business","level":0,"score":0.5482389330863953},{"id":"https://openalex.org/C89623803","wikidata":"https://www.wikidata.org/wiki/Q12184","display_name":"Pandemic","level":5,"score":0.5184252262115479},{"id":"https://openalex.org/C93032411","wikidata":"https://www.wikidata.org/wiki/Q1363963","display_name":"Marketing strategy","level":2,"score":0.4954949617385864},{"id":"https://openalex.org/C48891531","wikidata":"https://www.wikidata.org/wiki/Q1141436","display_name":"Marketing research","level":2,"score":0.4632517099380493},{"id":"https://openalex.org/C39453970","wikidata":"https://www.wikidata.org/wiki/Q7317267","display_name":"Return on marketing investment","level":3,"score":0.4612094461917877},{"id":"https://openalex.org/C98147612","wikidata":"https://www.wikidata.org/wiki/Q215599","display_name":"Promotion (chess)","level":3,"score":0.45909935235977173},{"id":"https://openalex.org/C146937435","wikidata":"https://www.wikidata.org/wiki/Q4025911","display_name":"Marketing effectiveness","level":4,"score":0.4496661424636841},{"id":"https://openalex.org/C90673727","wikidata":"https://www.wikidata.org/wiki/Q901718","display_name":"Product (mathematics)","level":2,"score":0.4165347218513489},{"id":"https://openalex.org/C162324750","wikidata":"https://www.wikidata.org/wiki/Q8134","display_name":"Economics","level":0,"score":0.30943459272384644},{"id":"https://openalex.org/C190248442","wikidata":"https://www.wikidata.org/wiki/Q839486","display_name":"Qualitative research","level":2,"score":0.1837090253829956},{"id":"https://openalex.org/C17744445","wikidata":"https://www.wikidata.org/wiki/Q36442","display_name":"Political science","level":0,"score":0.17447182536125183},{"id":"https://openalex.org/C144024400","wikidata":"https://www.wikidata.org/wiki/Q21201","display_name":"Sociology","level":0,"score":0.13208097219467163},{"id":"https://openalex.org/C94625758","wikidata":"https://www.wikidata.org/wiki/Q7163","display_name":"Politics","level":2,"score":0.07878819108009338},{"id":"https://openalex.org/C524204448","wikidata":"https://www.wikidata.org/wiki/Q788926","display_name":"Infectious disease (medical specialty)","level":3,"score":0.0},{"id":"https://openalex.org/C2524010","wikidata":"https://www.wikidata.org/wiki/Q8087","display_name":"Geometry","level":1,"score":0.0},{"id":"https://openalex.org/C2779134260","wikidata":"https://www.wikidata.org/wiki/Q12136","display_name":"Disease","level":2,"score":0.0},{"id":"https://openalex.org/C33923547","wikidata":"https://www.wikidata.org/wiki/Q395","display_name":"Mathematics","level":0,"score":0.0},{"id":"https://openalex.org/C71924100","wikidata":"https://www.wikidata.org/wiki/Q11190","display_name":"Medicine","level":0,"score":0.0},{"id":"https://openalex.org/C165556158","wikidata":"https://www.wikidata.org/wiki/Q83937","display_name":"Keynesian economics","level":1,"score":0.0},{"id":"https://openalex.org/C36289849","wikidata":"https://www.wikidata.org/wiki/Q34749","display_name":"Social science","level":1,"score":0.0},{"id":"https://openalex.org/C142724271","wikidata":"https://www.wikidata.org/wiki/Q7208","display_name":"Pathology","level":1,"score":0.0},{"id":"https://openalex.org/C199539241","wikidata":"https://www.wikidata.org/wiki/Q7748","display_name":"Law","level":1,"score":0.0}],"mesh":[],"locations_count":2,"locations":[{"id":"doi:10.1108/apjba-06-2021-0243","doi":"https://doi.org/10.1108/apjba-06-2021-0243","is_oa":false,"landing_page_url":"https://doi.org/10.1108/apjba-06-2021-0243","pdf_url":null,"source":{"id":"https://openalex.org/S38196630","display_name":"Asia-Pacific Journal of Business Administration","issn_l":"1757-4323","issn":["1757-4323","1757-4331"],"is_oa":false,"is_in_doaj":false,"is_core":true,"listed_in":["abdc-b","cwts-core","jufo-1","norway-1","poland-40","russia-white-list-1"],"host_organization":"https://openalex.org/P4310319811","host_organization_name":"Emerald Publishing Limited","host_organization_lineage":["https://openalex.org/P4310319811"],"host_organization_lineage_names":["Emerald Publishing Limited"],"type":"journal"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Asia-Pacific Journal of Business Administration","raw_type":"journal-article"},{"id":"pmh:oai:ro.ecu.edu.au:ecuworkspost2013-12381","doi":null,"is_oa":false,"landing_page_url":"https://ro.ecu.edu.au/ecuworkspost2013/11375","pdf_url":null,"source":{"id":"https://openalex.org/S4306401966","display_name":"Edith Cowan University Research Online (Edith Cowan University)","issn_l":null,"issn":null,"is_oa":false,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":"https://openalex.org/I12079687","host_organization_name":"Edith Cowan University","host_organization_lineage":["https://openalex.org/I12079687"],"host_organization_lineage_names":[],"type":"repository"},"license":null,"license_id":null,"version":"submittedVersion","is_accepted":false,"is_published":false,"raw_source_name":"Research outputs 2014 to 2021","raw_type":"text"}],"best_oa_location":null,"sustainable_development_goals":[],"study_designs":[{"display_name":"Systematic Review","id":"https://openalex.org/study-designs/systematic-review"}],"awards":[],"funders":[],"has_content":{"pdf":false,"grobid_xml":false},"content_urls":null,"referenced_works_count":101,"referenced_works":["https://openalex.org/W19639867","https://openalex.org/W34666602","https://openalex.org/W78445386","https://openalex.org/W83303476","https://openalex.org/W90616333","https://openalex.org/W111741013","https://openalex.org/W146324476","https://openalex.org/W228243491","https://openalex.org/W411492654","https://openalex.org/W1482363489","https://openalex.org/W1523429490","https://openalex.org/W1861886850","https://openalex.org/W1946799212","https://openalex.org/W1964896332","https://openalex.org/W1968495212","https://openalex.org/W1979055318","https://openalex.org/W1981631850","https://openalex.org/W1989754307","https://openalex.org/W1992170798","https://openalex.org/W1996051906","https://openalex.org/W1996963334","https://openalex.org/W1999309316","https://openalex.org/W2012387689","https://openalex.org/W2012962917","https://openalex.org/W2015957730","https://openalex.org/W2027597802","https://openalex.org/W2029463631","https://openalex.org/W2034511280","https://openalex.org/W2041448479","https://openalex.org/W2042137652","https://openalex.org/W2050306670","https://openalex.org/W2050763303","https://openalex.org/W2054696233","https://openalex.org/W2061415512","https://openalex.org/W2062574911","https://openalex.org/W2062754102","https://openalex.org/W2063281786","https://openalex.org/W2065510156","https://openalex.org/W2065588979","https://openalex.org/W2066684887","https://openalex.org/W2068195318","https://openalex.org/W2075913708","https://openalex.org/W2077456330","https://openalex.org/W2079855650","https://openalex.org/W2086352729","https://openalex.org/W2087932364","https://openalex.org/W2091138680","https://openalex.org/W2092038048","https://openalex.org/W2092039397","https://openalex.org/W2097347105","https://openalex.org/W2119397126","https://openalex.org/W2131854742","https://openalex.org/W2131905645","https://openalex.org/W2149604183","https://openalex.org/W2150644374","https://openalex.org/W2159324891","https://openalex.org/W2166704649","https://openalex.org/W2167070907","https://openalex.org/W2170500788","https://openalex.org/W2178771993","https://openalex.org/W2189602434","https://openalex.org/W2217273836","https://openalex.org/W2256960390","https://openalex.org/W2294000458","https://openalex.org/W2316298312","https://openalex.org/W2317425110","https://openalex.org/W2320357921","https://openalex.org/W2329716665","https://openalex.org/W2413148879","https://openalex.org/W2414036324","https://openalex.org/W2432939702","https://openalex.org/W2542698714","https://openalex.org/W2581081104","https://openalex.org/W2770597035","https://openalex.org/W2807798795","https://openalex.org/W2969015605","https://openalex.org/W2991699800","https://openalex.org/W2994377163","https://openalex.org/W3010696795","https://openalex.org/W3027747257","https://openalex.org/W3028033660","https://openalex.org/W3028938995","https://openalex.org/W3029676224","https://openalex.org/W3033668954","https://openalex.org/W3033876973","https://openalex.org/W3046658102","https://openalex.org/W3047717100","https://openalex.org/W3092687580","https://openalex.org/W3130392752","https://openalex.org/W3154383913","https://openalex.org/W3157963763","https://openalex.org/W3167299771","https://openalex.org/W3167674406","https://openalex.org/W3171480511","https://openalex.org/W3180299567","https://openalex.org/W3185345281","https://openalex.org/W4250591326","https://openalex.org/W4254080404","https://openalex.org/W4255976191","https://openalex.org/W4285719527","https://openalex.org/W6925672612"],"related_works":["https://openalex.org/W4412411579","https://openalex.org/W4313300431","https://openalex.org/W4396510039","https://openalex.org/W3118442321","https://openalex.org/W4396560319","https://openalex.org/W7217539472","https://openalex.org/W4365519110","https://openalex.org/W2805913986","https://openalex.org/W1968495212","https://openalex.org/W4402148503"],"abstract_inverted_index":{"Purpose":[0],"This":[1,90],"study":[2,91,132],"aims":[3],"to":[4,19,35,149],"answer":[5],"two":[6],"important":[7],"questions:":[8],"(1)":[9,93],"Whether":[10],"companies":[11,33],"should":[12,32,96,112,142],"reduce":[13],"or":[14],"increase":[15],"the":[16,21,38,46,52,62,79,104,134,152,157,163],"marketing":[17,29,68,94,105,137],"expenses":[18],"face":[20],"recession":[22,43],"caused":[23,44],"by":[24,45],"COVID-19?":[25],"and":[26,58,87,102,108,123,139,145,160],"(2)":[27,103],"What":[28],"mix":[30,69,106],"strategies":[31,70,109,138],"undertake":[34,113],"shine":[36,161],"in":[37,117,162],"post-pandemic":[39],"world?":[40],"Design/methodology/approach":[41],"As":[42],"COVID-19":[47,101,115,155],"crisis":[48],"is":[49],"one":[50],"of":[51,55,74,119,130,136,154],"main":[53],"drivers":[54],"business":[56,158],"environment":[57,159],"customer":[59],"behaviour":[60],"changes,":[61],"authors":[63],"systematically":[64],"reviewed":[65],"articles":[66,84],"on":[67,156],"during":[71,100,114],"recessions.":[72],"Out":[73],"1,128":[75],"documents":[76],"extracted":[77],"from":[78],"Scopus":[80],"database,":[81],"41":[82],"English-written":[83],"were":[85,125],"selected":[86],"analysed.":[88],"Findings":[89],"illustrates:":[92],"budgets":[95],"not":[97],"be":[98,143],"cut":[99],"practices":[107,140],"that":[110,141],"firms":[111],"pandemic":[116],"terms":[118],"product,":[120],"price,":[121],"promotion,":[122],"place":[124],"explained.":[126],"Originality/value":[127],"The":[128],"findings":[129],"this":[131],"advance":[133],"understanding":[135],"adopted":[144],"put":[146],"into":[147],"practice":[148],"deal":[150],"with":[151],"impacts":[153],"post-COVID-19":[164],"world.":[165]},"counts_by_year":[{"year":2026,"cited_by_count":3},{"year":2025,"cited_by_count":6},{"year":2024,"cited_by_count":23},{"year":2023,"cited_by_count":15},{"year":2022,"cited_by_count":12},{"year":2021,"cited_by_count":3}],"updated_date":"2026-10-25T09:29:13.331239","created_date":"2021-10-25T00:00:00"}