DETERMINANTS OF GLOBAL MARKETING PERFORMANCE DURING COVID-19 PANDEMIC

The Sudden outbreak of Covid-19 Pandemic brought a completely new order in national and global
transactions. The pandemic greatly affected business performance. The global Marketing and World-wide businesses were challenged to retool in order to achieve better and successful performance. Based on this development, establishing the determinants of global marketing performance becomes inevitable for global marketers that wish to remain relevant. The period of Covid-19 witnessed unprecedented engagement in e-commerce, digital transformation, internet sales, online payments among others as means of complying with the restrictions order like avoiding massgathering, observing physical distancing and equally as strategies to enhance global marketing performance. Establishing whether such strategies as digital transformation, internet and online payments determined global marketing performance during covid-19 attracted this investigation.