Actions for Marketing Solutions to the Challenges of a VUCA Environment [electronic resource] : Proceedings of the 2023 GMA-GAMMA Joint Symposium, Seoul, Korea, July 20-23, 2023

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Marketing Solutions to the Challenges of a VUCA Environment [electronic resource] : Proceedings of the 2023 GMA-GAMMA Joint Symposium, Seoul, Korea, July 20-23, 2023 / edited by Anna Zarkada

Published
Cham : Springer Nature Switzerland : Imprint: Springer, 2024.
Edition
1st ed. 2024.
Physical Description
VI, 215 p. 19 illus., 10 illus. in color. online resource
Additional Creators
Zarkada, Anna and SpringerLink (Online service)
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Series
Summary
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.
Subject(s)
ISBN
9783031584299
Digital File Characteristics
text file PDF
Part Of
Springer Nature eBook
View MARC record | catkey: 44803412