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

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

Editat de Anna Zarkada
en Limba Engleză Hardback – 2 iul 2024
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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Specificații

ISBN-13: 9783031584282
ISBN-10: 3031584287
Ilustrații: VI, 215 p. 19 illus., 10 illus. in color.
Dimensiuni: 155 x 235 mm
Ediția:2024
Editura: Springer Nature Switzerland
Colecția Springer
Seria Springer Proceedings in Business and Economics

Locul publicării:Cham, Switzerland

Notă biografică

Anna K. Zarkada is an associate professor of Integrated Marketing Communications with a focus on Services in the Department of Communication and Marketing at the Cyprus University of Technology, Limassol, Cyprus. She has taught Marketing, Communication, and Business Ethics in the undergraduate and postgraduate programs of leading universities in Greece, the UK, Australia, India, Russia, and Japan.
Her research has been presented in over 100 publications and has received several prizes and best paper awards. She is an active consultant and trainer for leading Greek and multinational companies, small businesses, government agencies and non-profit organizations on issues of corporate culture, marketing, communication, and sustainable development.
 

Textul de pe ultima copertă

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.

Caracteristici

Contains cutting-edge research on, and from, underrepresented regions Focuses on the marketing solutions in the Volatile, Uncertain, Complex, and Ambiguous environment Combines theoretical and empirical perspectives