The Role of Marketing in Reshaping the Dynamic Landscape of Business: Proceedings of the 2025 AMS World Marketing Congress, Dijon, France, July 2-4 ... of the Academy of Marketing Science)

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. Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research, and practice.Among its services to members and the community at large, the Acad