Marketing Solutions to the Challenges of a VUCA Environment

Proceedings of the 2023 GMA-GAMMA Joint Symposium, Seoul, Korea, July 20-23, 2023
Erscheinungsjahr 2025
ISBN: 978-3-031-58431-2
Verlag: Springer

Buch, Englisch, 215 Seiten, Format (B × H): 155 mm x 235 mm, Gewicht: 347 g

Reihe: Springer Proceedings in Business and Economics

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.

Zielgruppe

Research

Autoren/Hrsg.

Zarkada, Anna

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Wirtschaftsinformatik, SAP, IT-Management
• Mathematik | Informatik EDV | Informatik Angewandte Informatik Wirtschaftsinformatik
• Geowissenschaften Umweltwissenschaften Nachhaltigkeit
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing

Über Autor(innen)

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.