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The Contribution of the Marketing Communication Strategy to the Revival of the Economy of the Democratic Republic of Congo in the Face of COVID-19

Author(s) Kasongo Ndala John, Lumonansoni Makwala Felix, Mpambu Ngembo Narcisse
Country Congo (Democratic)
Abstract Faced with the COVID-19 health crisis that has affected the planet since December 2019, the policies, economies and social well-being of the states of the world have been significantly disrupted. Started in late 2019 in China, the COVID-19 has spread at an exponential rate worldwide. According to the report of the International Monetary Fund, the effects of COVID-19 on the global economy are already very noticeable, although some economists believe that they could be temporary and reversible, world growth should decline from 0.5 to 1, 5% in 2020 (IMF, 2020).

To combat the virus, most of the major powers affected have applied a policy of confinement of their populations, thus causing the cessation of the world economy, trade and, by extension, the paralysis of African economies including that of the Democratic Republic of Congo. Since then, the government has continued to see day-to-day strategies for getting out of this crisis and reviving the economy. Faced with the COVID-19 epidemic which is impacting all businesses in the DRC, companies must think now about the future to anticipate the end of the crisis and rebound quickly. An opportune moment to turn to marketing practices and respond to the concerns of the moment, namely: How to react in order to boost sales in an unprecedented global crisis? How can marketing help organizations break this deadlock? How can the influence of marketing communication be a response to the COVID-19 crisis in the DRC?
Keywords Marketing Communication Strategy, Digital Mix, COVID-19, RAFUT and SPEED Communication Approach
Field Sociology > Administration / Law / Management
Published In Volume 2, Issue 4, July-August 2020
Published On 2020-07-09
Cite This The Contribution of the Marketing Communication Strategy to the Revival of the Economy of the Democratic Republic of Congo in the Face of COVID-19 - Kasongo Ndala John, Lumonansoni Makwala Felix, Mpambu Ngembo Narcisse - IJFMR Volume 2, Issue 4, July-August 2020.

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