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Title: Marketing Solutions to the Challenges of a VUCA Environment: Proceedings of the 2023 GMA-GAMMA Joint Symposium, Seoul, Korea, July 20-23, 2023
Editors: Zarkada, Anna K. 
Major Field of Science: Social Sciences
Field Category: Media and Communications
Keywords: Marketing Management;Marketing Communications;Digital Marketing;Digital Transformation;VUCA marketing environment;Marketing Technologies;Mediterranean, CEE, and MENA regions;GMA-GAMMA;GMA-GAMMA2023
Issue Date: Jul-2024
Abstract: 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.
ISBN: 978-3-031-58429-9
Rights: Attribution-NonCommercial-NoDerivatives 4.0 International
Type: Book
Affiliation : Cyprus University of Technology 
Appears in Collections:Βιβλία/Books

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