Marketing Solutions to the Challenges of a VUCA Environment : Proceedings of the 2023 GMA-GAMMA Joint Symposium, Seoul, Korea, July 20-23, 2023 (Springer Proceedings in Business and Economics) (2024. 2024. vi, 215 S. L, 450 p. 50 illus. 235 mm)

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.