Optimistic Marketing in Challenging Times: Serving Ever-Shifting Customer Needs

Proceedings of the 2022 AMS Annual Conference, May 25-27, Monterey, CA, USA

Bruna Jochims, Juliann Allen (Herausgeber)

Buch | Softcover

XLI, 404 Seiten

2024 | 2023
Springer International Publishing (Verlag)
978-3-031-24689-0 (ISBN)

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Marketing is one of the most optimistic business disciplines with the goal of serving consumers or organizations and increasing customer satisfaction and happiness. The COVID-19 pandemic has disrupted the optimism of the world, thus hindering these marketing goals. This book explore the challenges faced by marketers during and post-COVID-19 and offers strategies for marketers to invoke a sense of optimism as the world enters the "new normal". It provides success stories and regional case studies to offer marketers new ways in which to serve consumers and satisfy their needs. It also acknowledges the role digital technology and innovation have played a crucial role during these dark times and how they impact current and future customer experiences.

Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research, and practice. Among itsservices to members and the community at large, the Academy offers conferences, congresses, and symposia that attract delegates from around the world. Presentations from these events are published in this Proceedings series, which offers a comprehensive archive of volumes reflecting the evolution of the field. Volumes deliver cutting-edge research and insights, complementing the Academy's flagship journals, the Journal of the Academy of Marketing Science (JAMS) and AMS Review.

Bruna Jochims is Assistant Professor of Marketing at SKEMA Business School (Lille, France). Her fields of research include behavioral change, sensory marketing and decision-making.

Juliann Allen is Assistant Professor of Marketing in the College of Business Administration at Nicholls State University (Thibodaux, LA, USA). Her research interests include social media influencers, authenticity, self-brand connections, materialism and human brands.

Erscheinungsdatum	15.03.2024
Reihe/Serie	Developments in Marketing Science: Proceedings of the Academy of Marketing Science
Zusatzinfo	XLI, 404 p. 8 illus.
Verlagsort	Cham
Sprache	englisch
Maße	155 x 235 mm
Themenwelt	Geisteswissenschaften ► Psychologie ► Arbeits- und Organisationspsychologie
	Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb
	Wirtschaft ► Betriebswirtschaft / Management ► Unternehmensführung / Management
Schlagworte	Academy of Marketing Science • AMS2022 • AMS Annual Conference • AMS Proceedings • Developments in Marketing Science • Proceedings of the Academy of Marketing Science
ISBN-10	3-031-24689-6 / 3031246896
ISBN-13	978-3-031-24689-0 / 9783031246890
Zustand	Neuware