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Bringing the Soul Back to Marketing

Proceedings of the 2023 AMS World Marketing Congress, Canterbury, UK, July 11–14, 2023

Juliann Allen (Hrsg.), Vincent Jeseo (Hrsg.)

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Springer Nature Switzerland img Link Publisher

Sozialwissenschaften, Recht, Wirtschaft / Werbung, Marketing

Beschreibung

The “soul” centers our activities and inspirations. The body of marketing changes shape rapidly; however, we should not lose sight of its “soul”. This volume focuses on preserving the “soul” of marketing in a data-driven world where technology has proliferated amidst a myriad of global challenges. Featuring papers presented at the 2023 Academy of Marketing Science World Marketing Congress held in Canterbury, UK, this book explores ideas, theories and practices to tackle global and economic challenges in marketing and emphasize marketing's contribution to business and society at large, further strengthening the academic community.

Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research, and practice. Among its services to members and the community at large, the Academy offers conferences, congresses, and symposia that attract delegates from around the world. Presentations from these events are published in this Proceedings series, which offers a comprehensive archive of volumes reflecting the evolution of the field. Volumes deliver cutting-edge research and insights, complementing the Academy’s flagship journals, the  Journal of the Academy of Marketing Science (JAMS) and  AMS Review.

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Schlagwörter

integrated marketing communication (IMC), Artificial Intelligence in Marketing, Brand Activism, Social Marketing, Conference Proceedings, World Marketing Congress 2023, Marketing for Non-governmental organizations (NGO), Digital Marketing, Enlightened Marketing