The Role of Marketing in Reshaping the Dynamic Landscape of Business

The Role of Marketing in Reshaping the Dynamic Landscape of Business
English | 2026 | ISBN: 3032199468 | 290 Pages | PDF (True) | 7 MB
This conference proceedings focuses on how marketing continues to evolve in response to technological innovation, sustainability imperatives, and shifting consumer expectations. Featuring full papers presented at the 2025 Academy of Marketing Science World Marketing Congress held in Dijon, France, this book features contributions from leading scholars and practitioners to provide a comprehensive view of marketing's transformative role in a rapidly changing business environment. Featuring topics such as AI and marketing, consumer behavior and sustainability, brand communication and crisis management, and digital marketing, this book is a useful reference for marketing researchers, scholars, students, and policymakers.