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 one of the most optimistic business disciplines with the goal of serving consumers or organizations and increasing customer satisfaction and happiness. The COVID-19 pandemic has disrupted the optimism of the world, thus hindering these marketing goals. This book explore the challenges faced by marketers during and post-COVID-19 and offers strategies for marketers to invoke a sense of optimism as the world enters the “new normal”. It provides success stories and regional case st...