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https://hdl.handle.net/20.500.14279/32338| 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 | Link: | https://link.springer.com/book/9783031584282 | 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. | URI: | https://hdl.handle.net/20.500.14279/32338 | 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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