Marketing in the Age of the New Normal

Our society is currently being affected by the global COVID-19 pandemic. People’s spending has been significantly restricted and the effect on the local economy has been enormous. This special issue deals with changes in marketing and marketing research in these difficult times. The six papers broadly cover three topics: marketing channel innovation, local marketing practices, and internal practices of organizations. Each of these areas have seen significant changes over the past year. At the same time, these changes also correspond with digitalization or DX that began before COVID-19. Exploration of a better next society as the “new normal” is possible using the new marketing approaches described in these studies.