Marketing at the Mercy of the Waves

Marketing today operates in an environment characterised by the accelerating pace of technological innovation, the globalisation of trade, the emergence of new consumer behaviours, economic and health crises, and growing demands for ethics and social responsibility. In this context of uncertainty and complexity, organisations are called upon to rethink their strategies in order to remain relevant and adaptable. *Marketing Riding the Waves* offers an original interpretation of these transformations through a maritime metaphor that serves as the central theme throughout the book. Waves symbolise the innovations and changes sweeping through markets; currents represent the underlying forces that influence consumer behaviour; storms evoke the crises and upheavals that put organisations to the test; and reefs serve as a reminder of the risks associated with misinformation, technological excesses or ethical challenges.