Marketing Solutions to the Challenges of a VUCA Environment
Springer International Publishing (Verlag)
978-3-031-58428-2 (ISBN)
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 | 03.07.2024 |
|---|---|
| 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 |
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