Gartner Information Technology Research

How the COVID-19 Coronavirus Has Changed the B2C Marketing Approach in China and What Western Brands Can Learn

Published: 11 March 2020

ID: G00722133

Analyst(s): Danielle Bailey

Summary

Marketers can learn from the COVID-19 experiences and approach of brands operating in China. The epidemic brought changes in consumer behavior, media consumption and social and e-commerce platforms that require brands to reprioritize digital investments and reconsider brand and product positioning.

Table Of Contents

Introduction

Key Recommendations

Analysis

Gartner Recommended Reading

Methodology

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