Enlightened Marketing in Challenging Times
Felipe Pantoja (Hrsg.), Nina Krey (Hrsg.), Shuang Wu (Hrsg.)
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Springer International Publishing
Sozialwissenschaften, Recht, Wirtschaft / Werbung, Marketing
Beschreibung
This volume explores the interconnection of social, political, technological and economic challenges that impact consumer relationships, new product launches and consumer interests. Featuring contributions presented at the 2019 Academy of Marketing Science (AMS) World Marketing Congress (WMC) held in Edinburgh, Scotland, the theme of this proceedings draws from the Scottish Enlightenment movement of the mid-Eighteenth Century, which centered on ideas of liberty, progress and the scientific method. The core values of this movement are being challenged by the rapidly changing, globally shifting and digitally connected world. The contributions presented in this volume reflect and reframe the roles of marketers and marketing in incorporating and advancing the ideas of the Scottish Enlightenment within contemporary marketing theory and practice.
Kundenbewertungen
Marketing in Emerging Markets, Technology and Brandin, Sensory Marketing, Brand Authenticity, Healthcare Marketing, Marketing Strategy in Israel, Consumer-Brand Engagement, Consumer Emotions, Scottish Enlightenment and Contemporary Marketing, Consumer Experience, Consumer Decision Making Situations, Electronic Word of Mouth (eWOM), Artificial Intelligence in Marketing, Luxury Brand Management, Green Consumer Behavior, Ethical Consumer Behavior