Anett Erdmann

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.

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Human and Smart Marketing

Anett Erdmann

Part 1: Strategic AI Integration and Hybrid Intelligence in Services.- Beyond adoption: A conceptual framework for integrating generative AI in organisations.- From promise to practice: perceptions and barriers to AI-Assisted services in Swiss health insurance.- Achieving more creative performance in co-creation from consumers through physical verbal personification: examination of the role of transportation and mental imagery ability.- Selling in the digital age: tailoring information to B2B buyers' situational needs.- Part...

Format: E-Book
Erscheinung: 01.06.2026
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