Bringing the Soul Back to Marketing: Proceedings of the 2023 AMS World Marketing Congress, Canterbury, UK, July 11–14, 2023 by Vincent Jeseo, Juliann Allen
English | PDF EPUB (True) | 2024 | 151 Pages | ISBN : 3031532856 | 6.7 MB
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.