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Rediscovering the Essentiality of Marketing : Proceedings of the 2015 Academy of Marketing Science (AMS) World Marketing Congress

Author: Luca Petruzzellis; Russell S Winer
Publisher: Switzerland : Springer, ©2016.
Series: Developments in marketing science
Edition/Format:   eBook : Document : Conference publication : EnglishView all editions and formats
Database:WorldCat
Summary:
This book contains the full proceedings of the 2015 Academy of Marketing Science World Marketing Congress held in Bari, Italy. The current worldwide business environment is leading marketing scholars and practitioners to reconsider a number of historical and current views of the marketplace and how it functions. Further, determining new marketing theories and practical methods whose effectiveness can be truly  Read more...
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Details

Genre/Form: Electronic books
Conference papers and proceedings
Congresses
Additional Physical Format: Printed edition:
Material Type: Conference publication, Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Luca Petruzzellis; Russell S Winer
ISBN: 9783319298771 3319298771 3319298763 9783319298764
OCLC Number: 953142527
Description: 1 online resource (xxxiii, 987 p. 23 illus., 11 illus. in color.) online resource.
Contents: Advertising Communication --
Business-to-Business Marketing --
Consumer Behavior --
Cross-Cultural Research --
Digital and Social Media Marketing --
Distribution and Supply Chain Management --
Entrepreneurship and Small Business --
Health and Social Marketing --
Innovation and Creativity --
Integrated Marketing Communication --
International Marketing --
Luxury, Fashion and Wine Marketing --
Marketing Strategy --
Pricing and Price-Related Issues --
Product and Branding Strategies --
Relationship Marketing --
Retailing --
Selling and Sales Management --
Sensory Marketing --
Services Marketing --
Tourism and Hospitality.
Series Title: Developments in marketing science
Responsibility: Luca Petruzzellis, Russell S. Winer, editors.
More information:

Abstract:

This book contains the full proceedings of the 2015 Academy of Marketing Science World Marketing Congress held in Bari, Italy. The current worldwide business environment is leading marketing scholars and practitioners to reconsider a number of historical and current views of the marketplace and how it functions. Further, determining new marketing theories and practical methods whose effectiveness can be truly measured must be added to the list of current challenges for today and tomorrow. In such a period in marketing history, achieving and managing efficient and effective marketing actions is a necessity. Determining such actions is based on practical experience, solid theory and appropriate research methodology. The enclosed papers focus on new research ideas on vibrant topics that can help academics and practitioners gain new perspectives and insights into today's turbulent marketplace. Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research, and practice. Among its services to members and the community at large, the Academy offers conferences, congresses and symposia that attract delegates from around the world. Presentations from these events are published in this Proceedings series, which offers a comprehensive archive of volumes reflecting the evolution of the field. Volumes deliver cutting-edge research and insights, complimenting the Academy's flagship journals, Journal of the Academy of Marketing Science (JAMS) and AMS Review. Volumes are edited by leading scholars and practitioners across a wide range of subject areas in marketing science.

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