Pandemics have been an unfortunate but consistent facet of human existence over centuries, threatening lives as well as livelihoods globally. Disconcertingly, their frequency persists, with four “major” pandemics disrupting the planet in the last 65 years and more expected in the future. While many of the economic and health consequences of pandemics are well-documented, their marketing implications are less understood. Addressing this gap, we develop a broad, conceptual framework to highlight the characteristics and impacts of pandemics as they relate to marketing. We first identify four macro-level forces that characterize pandemics and highlight their marketing implications. 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. Finally, we identify pandemics’ disproportionate impacts on and implications for some industry sectors, including healthcare, retail, education, hospitality, and tourism.

几个世纪以来，流行病一直是人类生存的一个不幸但始终如一的方面，威胁着全球的生命和生计。令人不安的是，它们的频率持续存在，在过去 65 年中，有四次“重大”流行病扰乱了地球，预计未来还会有更多。尽管流行病的许多经济和健康后果都有据可查，但它们的营销影响却鲜为人知。为了解决这一差距，我们开发了一个广泛的概念框架，以突出流行病与营销相关的特征和影响。我们首先确定了表征流行病的四种宏观层面的力量，并强调了它们的营销影响。接下来，使用7P营销组合模型作为组织结构，我们在微观层面讨论这些影响，并确定一组研究问题以激发进一步的调查，不仅可以产生与流行病的营销影响有关的更深入的见解，还可以设想这些领域的新发展。最后，我们确定了流行病对某些行业的不成比例的影响和影响，包括医疗保健、零售、教育、酒店和旅游业。