Marketing Solutions to the Challenges of a VUCA Environment -

Marketing Solutions to the Challenges of a VUCA Environment

Proceedings of the 2023 GMA-GAMMA Joint Symposium, Seoul, Korea, July 20-23, 2023

Anna Zarkada (Herausgeber)

Buch | Hardcover
VI, 215 Seiten
2024 | 2024
Springer International Publishing (Verlag)
978-3-031-58428-2 (ISBN)
213,99 inkl. MwSt

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.

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.

 

Erscheinungsdatum
Reihe/Serie Springer Proceedings in Business and Economics
Zusatzinfo VI, 215 p. 19 illus., 10 illus. in color.
Verlagsort Cham
Sprache englisch
Maße 155 x 235 mm
Themenwelt Wirtschaft Betriebswirtschaft / Management Marketing / Vertrieb
Schlagworte Digital Marketing • Digital transformation • GMA-GAMMA • GMA-GAMMA2023 • Marketing Communications • Marketing management • marketing technologies • Mediterranean, CEE, and MENA regions • VUCA marketing environment
ISBN-10 3-031-58428-7 / 3031584287
ISBN-13 978-3-031-58428-2 / 9783031584282
Zustand Neuware
Informationen gemäß Produktsicherheitsverordnung (GPSR)
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