Marketing Solutions to the Challenges of a VUCA Environment  Proceedings of the 2023 GMA-GAMMA Joint Symposium, Seoul, Korea, July 20-23, 2023 /  [electronic resource] : 
edited by Anna Zarkada. 
 - 1st ed. 2024. 
 - VI, 215 p. 19 illus., 10 illus. in color.  online resource. 
 - Springer Proceedings in Business and Economics,  2198-7254 .
 - Springer Proceedings in Business and Economics, .
<br/><br/> 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. 
<br/><br/><label>ISBN: </label>9783031584299 
<br/><br/><label>Standard No.: </label>10.1007/978-3-031-58429-9  doi 
<br/><br/><label>Subjects--Topical Terms: </label><br/><br/><br/><br/><br/><br/>
<br/><br/><label>LC Class. No.: </label>HF5410-5417.5