Given increasing globalization, urbanization, and international travel, experts believe that pandemics will re-occur (Madhav et al. They vary in severity in terms of mortality and devastation, having accounted for as many as 200 million deaths (Black Plague, 1347–1351) to fewer than 1000 (SARS, 2002–2004). Pandemics are epidemics that occur “over a very wide area, crossing international boundaries, and usually affecting a large number of people” (Kelly 2011, p. Finally, we identify pandemics’ disproportionate impacts on and implications for some industry sectors, including healthcare, retail, education, hospitality, and tourism. Next, using the 7P marketing mix model as the organizing structure, we discuss these implications at a micro-level and identify a set of research questions to stimulate further inquiry, not only to generate deeper insights pertaining to pandemics’ marketing implications but also to envision new developments in these areas. We first identify four macro-level forces that characterize pandemics and highlight their marketing implications. Addressing this gap, we develop a broad, conceptual framework to highlight the characteristics and impacts of pandemics as they relate to marketing. While many of the economic and health consequences of pandemics are well-documented, their marketing implications are less understood. Disconcertingly, their frequency persists, with four “major” pandemics disrupting the planet in the last 65 years and more expected in the future. Pandemics have been an unfortunate but consistent facet of human existence over centuries, threatening lives as well as livelihoods globally.
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