Marketing Solutions to the Challenges of a VUCA Environment
| Autor: | Anna Zarkada |
|---|---|
| EAN: | 9783031584299 |
| eBook Format: | |
| Sprache: | Englisch |
| Produktart: | eBook |
| Veröffentlichungsdatum: | 01.07.2024 |
| Untertitel: | Proceedings of the 2023 GMA-GAMMA Joint Symposium, Seoul, Korea, July 20-23, 2023 |
| Kategorie: | |
| Schlagworte: | CEE Marketing Management;Marketing Communications;Digital Marketing;Digital Transformation;VUCA marketing environment;Marketing Technologies;Mediterranean and MENA regions;GMA-GAMMA;GMA-GAMMA2023 |
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This book contains selected papers from the 2023 Greek Marketing Academy and the Global Alliance of Marketing and Management Associations Joint Symposium (GMA-GAMMA2023) held from July 20 to 23, 2023, in Seoul, Korea. It presents cutting-edge research in the marketing field, showcases how the recent challenges have affected marketing management and/or marketing communications and introduces the solutions to the practical problems under the Volatile, Uncertain, Complex and Ambiguous (VUCA) environment.
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