Marketing Solutions to the Challenges of a VUCA Environment: Proceedings of the 2023 GMA-GAMMA Joint Symposium, Seoul, Korea, July 20-23, 2023

Zarkada, Anna

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.

Details

Published by: Springer

Publication Date: 2024-07-02

Format: Hardcover

ISBN-13: 9783031584282

DOI: 10.1007/978-3-031-58429-9

Dimensions: 235.0cm x155.0cm

Pages: 215.0