Smart Business as an Approach for De-marketing During COVID 19 Pandemic: Insights from Health Sector

Abstract

Current study aimed at examining the influence of smart business goals influence of de-marketing through COVID19 pandemic within Jordanian health sector. Quantitative approach was utilized depending on a questionnaire that was uploaded online and distributed on marketing and public relations managers in Jordan's (69) private hospitals. After application process, researchers were able to retrieve (53) questionnaires valid for statistical analysis. Using SPSS v. 23^rd; study was able to realize the main hypothesis which indicated that smart business goals has the ability to influence de-marketing through COVID19 pandemic as an approach to detour individuals' interest towards certain items especially with the lockdown and quarantine which took place at the beginning of 2020. Study also found that selective de-marketing is the most influenced type of de-marketing by smart business goals which works on the bases of targeting specific segment of society to lower down the level of their demand on a certain product. The study recommends the need to pay attention to the risks of de-marketing, which is represented by the employees themselves, as it is possible for the organization to pursue de-marketing through itself without knowing it, and this is when the employees working in the organization have negative feelings against it as a result of the organization’s lack of awareness of the importance of internal marketing, in this case the employees themselves are a major source of negative and opposite marketing.