Overview: Contains cutting-edge research on, and from, underrepresented regions.Focuses on the marketing solutions in the Volatile, Uncertain, Complex, and Ambiguous environment.Combines theoretical and empiric.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 introd
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