Human and Smart Marketing: Strategic Transitions in Intelligence, Sustainability, and Inclusion
暫譯: 人類與智慧行銷：智慧、永續與包容的策略轉型
Erdmann, Anett, Fernandez-Lores, Susana, Fuduric, Morana
- 出版商: Springer
- 出版日期: 2026-06-02
- 售價: $8,470
- 貴賓價: 9.5 折 $8,046
- 語言: 英文
- 頁數: 328
- 裝訂: Hardcover - also called cloth, retail trade, or trade
- ISBN: 3032216702
- ISBN-13: 9783032216700
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相關分類:
行銷/網路行銷 Marketing
海外代購書籍(需單獨結帳)
相關主題
商品描述
This is the inaugural volume of the book series "European Marketing Academy Insights", a flagship publication of the European Marketing Academy (EMAC). This volume, which showcases top research from the EMAC Spring Conference 2025, was developed through a rigorous two-stage review process, and presents high-impact contributions under the theme "Human and Smart Marketing: Strategic Transitions in Intelligence, Sustainability, and Inclusion." Produced for both academic and practitioner audiences, it features dual abstracts, interdisciplinary perspectives, and a focus on behavior change and real-world relevance. The series reflects EMAC's commitment to global scholarly exchange and inclusivity. This first volume sets a new standard for conference-based publications, offering advanced insights into marketing technologies, customer understanding, and strategic innovation. It is a collaborative effort by leading scholars across Europe, with editorial oversight by the EMAC Insights Book Series Board.
商品描述(中文翻譯)
這是《歐洲行銷學院洞察》書系列的首卷，為歐洲行銷學院（EMAC）的旗艦出版物。本卷展示了2025年EMAC春季會議的頂尖研究，經過嚴謹的兩階段審查過程，並在「人性與智慧行銷：智慧、可持續性與包容性的戰略轉型」主題下，呈現高影響力的貢獻。本書針對學術界和實務界的讀者，特別設計了雙重摘要，提供跨學科的觀點，並專注於行為改變和現實世界的相關性。該系列反映了EMAC對全球學術交流和包容性的承諾。這第一卷為會議出版物設定了新的標準，提供了對行銷技術、顧客理解和戰略創新的深入見解。這是來自歐洲領先學者的合作努力，並由EMAC洞察書系列編輯委員會進行編輯監督。
作者簡介
Anett Erdmann is Lecturer and Researcher in Marketing at Comillas Pontifical University, Madrid, Spain. Her research focuses on consumer value perception, pricing strategy, and marketing analytics. She has published in leading journals, chaired major conferences (EMAC 2025, AEMARK 2023), and taught in international Master's programs in Chile and Germany. She previously served as Academic Department Chair and Director of the Marketing Master's program at ESIC University. Susana Fernandez-Lores is Senior Lecturer in Marketing at Complutense University of Madrid, Spain. Her research explores brand communication, digital consumer behavior, and sustainability. She has led funded research projects with industry partners and received a knowledge transfer award from UCM. She is Associate Editor of the Spanish Journal of Marketing-ESIC and an active member of AEMARK, AEDEM, and EMAC. Morana Fuduric is Associate Professor of Marketing at the University of Zagreb, Croatia. Her research focuses on media consumption and technological disruption across digital platforms, marketing, and advertising. She has published widely and received the Journal of Advertising Best Article Award in 2019. She currently serves as EMAC Vice President for Membership and Communication.
作者簡介(中文翻譯)
Anett Erdmann 是西班牙馬德里科米拉斯教皇大學的行銷講師及研究員。她的研究專注於消費者價值感知、定價策略和行銷分析。她在領先的期刊上發表過文章，主持過重要的會議（EMAC 2025、AEMARK 2023），並在智利和德國的國際碩士課程中授課。她曾擔任ESIC大學學術部門主任及行銷碩士課程主任。 Susana Fernandez-Lores 是西班牙馬德里康普頓斯大學的高級行銷講師。她的研究探討品牌溝通、數位消費者行為和可持續性。她曾與產業夥伴合作主導資助研究項目，並獲得UCM的知識轉移獎。她是《西班牙行銷期刊-ESIC》的副編輯，並且是AEMARK、AEDEM和EMAC的活躍成員。 Morana Fuduric 是克羅埃西亞薩格勒布大學的行銷副教授。她的研究專注於數位平台上的媒體消費和技術顛覆、行銷及廣告。她發表了大量文章，並於2019年獲得《廣告期刊》最佳文章獎。她目前擔任EMAC會員及溝通副會長。
