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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.

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TextSeries: Springer Proceedings in Business and EconomicsPublisher: Cham : Springer Nature Switzerland : Imprint: Springer, 2024Edition: 1st ed. 2024Description: VI, 215 p. 19 illus., 10 illus. in color. online resourceContent type:

text

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computer

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online resource

ISBN:

9783031584299

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Additional physical formats: Printed edition:: No title; Printed edition:: No title; Printed edition:: No titleLOC classification:

HF5410-5417.5

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Resursa online

In: Springer Nature eBookSummary: 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.

Item type: List(s) this item appears in: Titluri cărți electronice Springer Nature 2025 (10631 titluri)

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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.

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