Optimistic marketing in challenging times :: serving ever-shifting customer needs : proceedings of the 2022 AMS Annual Conference, May 25-27, Monterey, CA, USA /: Bruna Jochims, Juliann Allen, editors.

Jochims, Bruna,; Allen, Juliann,; Academy of Marketing Science.

doi:10.1007/978-3-031-24687-6

Optimistic marketing in challenging times : serving ever-shifting customer needs : proceedings of the 2022 AMS Annual Conference, May 25-27, Monterey, CA, USA / Bruna Jochims, Juliann Allen, editors.

Academy of Marketing Science. Meeting (2022 : Monterey, Calif.); Jochims, Bruna, editor.; Allen, Juliann, editor.

2023

HF5411 .A33 2022

Available Online

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Title

Optimistic marketing in challenging times : serving ever-shifting customer needs : proceedings of the 2022 AMS Annual Conference, May 25-27, Monterey, CA, USA / Bruna Jochims, Juliann Allen, editors.

Corporate Author

Academy of Marketing Science. Meeting (2022 : Monterey, Calif.)

ISBN

9783031246876 electronic book
303124687X electronic book
9783031246869
3031246861

DOI

https://doi.org/10.1007/978-3-031-24687-6

Published

Cham, Switzerland : Springer, [2023]

Language

English

Description

1 online resource (690 pages) : illustrations (black and white).

Item Number

10.1007/978-3-031-24687-6 doi

Call Number

HF5411 .A33 2022

Dewey Decimal Classification

658.8

Summary

Marketing is one of the most optimistic business disciplines with the goal of serving consumers or organizations and increasing customer satisfaction and happiness. The COVID-19 pandemic has disrupted the optimism of the world, thus hindering these marketing goals. This book explore the challenges faced by marketers during and post-COVID-19 and offers strategies for marketers to invoke a sense of optimism as the world enters the new normal. It provides success stories and regional case studies to offer marketers new ways in which to serve consumers and satisfy their needs. It also acknowledges the role digital technology and innovation have played a crucial role during these dark times and how they impact current and future customer experiences. 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 Academys flagship journals, the Journal of the Academy of Marketing Science (JAMS) and AMS Review.

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Source of Description

Description based on online resource; title from digital title page (viewed on April 19, 2023).

Added Author

Jochims, Bruna, editor.
Allen, Juliann, editor.

Series

Developments in marketing science

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Optimistic marketing in challenging times.

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Online Access