Marketing in a Multicultural and Vibrant World
Marketing in a Multicultural and Vibrant World
English | 2025 | ISBN: 3031809033 | 170 Pages | PDF (True) | 6 MB
English | 2025 | ISBN: 3031809033 | 170 Pages | PDF (True) | 6 MB
Marketing as a discipline is in a perpetual state of evolution, continuously adapting to diverse and dynamic environments. From subsistence to highly developed markets characterized by technological advancements, and from tradition to modernity, marketing strategies must remain agile to thrive. This book explores the intricate interplay between research, education, culture, diversity, and the development of marketing strategies in a vibrant, multicultural, and sustainable world. Featuring papers presented at the 25th Academy of Marketing Science’s World Marketing Congress, held for the first time at the Island of Mauritius in West Africa, this proceedings volume presents insights from authors with diverse cultural background offering a comprehensive understanding of marketing on a global and multicultural level.