Optimistic Marketing in Challenging Times: Serving Ever-Shifting Customer Needs: Proceedings of the 2022 AMS Annual Conference, May 25-27, Monterey, CA, USA

Marketing is a positive business discipline that aims to increase customer satisfaction and happiness. The COVID-19 pandemic has disrupted this optimism, but this book offers strategies for marketers to invoke a sense of optimism as the world enters the "new normal". It also acknowledges the role of digital technology and innovation in serving consumers and satisfying their needs.

Format: Hardback
Length: 404 pages
Publication date: 14 March 2023
Publisher: Springer International Publishing AG

Marketing is a vibrant and forward-thinking business discipline driven by the unwavering aspiration to fulfill the needs and desires of consumers or organizations, while simultaneously enhancing customer satisfaction and happiness. However, the COVID-19 pandemic has cast a shadow of uncertainty on the world, impeding these noble marketing goals. In response, this book delves into the challenges faced by marketers during and after the pandemic, offering valuable strategies for rebuilding optimism as we navigate the "new normal." It showcases inspiring success stories and regional case studies, providing fresh avenues for marketers to serve consumers and meet their ever-evolving needs. Moreover, it recognizes the pivotal role played by digital technology and innovation in these challenging times, shaping the future of customer experiences.

Established in 1971, the Academy of Marketing Science is an esteemed international organization committed to advancing the exploration of marketing-related phenomena through theory, research, and practice. Among its numerous services, the Academy organizes conferences, congresses, and symposia that attract delegates from across the globe. The presentations delivered at these events are compiled in this Proceedings series, serving as a comprehensive archive of volumes that chronicle the field's evolution. These volumes offer cutting-edge research and insights, complementing the Academy's flagship journals, the Journal of the Academy of Marketing Science (JAMS) and AMS Review.

Weight: 834g
Dimension: 235 x 155 (mm)
ISBN-13: 9783031246869
Edition number: 1st ed. 2023