Overview

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.

Full Product Details

9783032216700

Table of Contents

Reviews

Author Information

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.

Tab Content 6

Countries Available