Reflections on Marketing in a Context of Digitalization and Artificial Intelligence

This book is an academic and personal tribute to Professor Wagner A. Kamakura, Doctor Honoris Causa
of the University of Granada, a highly respected scholar in economics, business, and marketing, and
someone closely connected to our university for almost two decades. His passing in 2025 represents
an enormous loss but also leaves us with the responsibility to preserve and carry forward his intellectual,
human, and academic legacy.
This volume brings together contributions from colleagues, , collaborators, and friends who shared
research, teaching, and conversation with him. In addition to celebrating an exceptional academic, we
wish to recognize his vision of the university: rigorous, generous, international, committed to data,
oriented toward generating useful knowledge, and marked by enduring intellectual rigor and curiosity
and a gift for illuminating what is essential.