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Marketing Solutions to the Challenges of a VUCA Environment

Proceedings of the 2023 GMA-GAMMA Joint Symposium, Seoul, Korea, July 20-23, 2023

  • Conference proceedings
  • Jul 2024


  • 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 empirical perspectives

Part of the book series: Springer Proceedings in Business and Economics (SPBE)

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About this book

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.


  • Marketing Management
  • Marketing Communications
  • Digital Marketing
  • Digital Transformation
  • VUCA marketing environment
  • Marketing Technologies
  • Mediterranean, CEE, and MENA regions
  • GMA-GAMMA2023

Editors and Affiliations

  • Department of Communication and Marketing, Cyprus University of Technology, LIMASSOL, Cyprus

    Anna Zarkada

About the editor

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.


Bibliographic Information

  • Book Title: Marketing Solutions to the Challenges of a VUCA Environment

  • Book Subtitle: Proceedings of the 2023 GMA-GAMMA Joint Symposium, Seoul, Korea, July 20-23, 2023

  • Editors: Anna Zarkada

  • Series Title: Springer Proceedings in Business and Economics

  • Publisher: Springer Cham

  • eBook Packages: Business and Management, Business and Management (R0)

  • Copyright Information: The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Nature Switzerland AG 2024

  • Hardcover ISBN: 978-3-031-58428-2Due: 09 August 2024

  • Softcover ISBN: 978-3-031-58431-2Due: 09 August 2024

  • eBook ISBN: 978-3-031-58429-9Due: 09 August 2024

  • Series ISSN: 2198-7246

  • Series E-ISSN: 2198-7254

  • Edition Number: 1

  • Number of Pages: VI, 244

  • Number of Illustrations: 18 b/w illustrations

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