Proceedings of the 1997 World Marketing Congress

  • Samsinar MD Sidin
  • Ajay K. Manrai
Conference proceedings

Table of contents

  1. Front Matter
    Pages i-xxx
  2. Tuesday June 24, 1997 2.00 - 3.30 PM

    1. Front Matter
      Pages 1-1
    2. David J. Rachman, Swee Lim Chia
      Pages 10-11
    3. Muhamad Jantan, Abdul Razak Kamarudin, Ong Bian Hoe
      Pages 14-14
    4. Joseph F. Aiyeku, Sonny Nwankwo, Alphonso O. Ogbuehi
      Pages 23-27
    5. Minoo Farhangmehr, Pedro Quelhas Brito
      Pages 45-49
    6. Srinivas Durvasula, Steven Lysonski, John Watson
      Pages 55-57
    7. Anne Macquin, Nathalie Prime, Dominique Rouziès
      Pages 64-64
  3. Tuesday June 24, 1997 4.00 - 5.30 PM

    1. Front Matter
      Pages 75-75
    2. Ulf H. Olsson, Tor Wallin Andreassen, Kenneth Wathne
      Pages 84-84
    3. James M. Gladden, George R. Milne, Mark A. McDonald
      Pages 85-94
    4. Tih Sio Hong, Tony Proctor
      Pages 101-104
    5. Maureen Grasso, Martha McEnally, Richard Widdows
      Pages 109-113
    6. Hesan A. Quazi, Koh Poh Leng, Yip Chuen Yen, Yeo Soo Wee
      Pages 119-119
    7. Michael Jay Polonsky, Jaquie Ottman
      Pages 120-120
    8. Jean-Hugues Chauchat, Emmanuelle Le Nagard, Alexandre Steyer
      Pages 125-129
    9. Don F Kirchner
      Pages 138-140
    10. Victor V. Cordell, Tamara L. Plaster
      Pages 141-145
  4. Wednesday June 25, 1997 9.00 - 1 0.30 AM

About these proceedings


​This volume includes the full proceedings from the 1997 World Marketing Congress held in Kuala Lumpar, Malaysia. The focus of the conference and the enclosed papers is on marketing thought and practices from a global perspective. This volume presents papers on various topics including marketing management, marketing strategy, and consumer behavior.

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, the 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.​


Academy of Marketing Science Customer Behavior Developments in Marketing Science Marketing Research Marketing Strategy World Marketing Congress

Editors and affiliations

  • Samsinar MD Sidin
    • 1
  • Ajay K. Manrai
    • 2
  1. 1.Universiti Putra MalasiaDarul EhsanMalaysia
  2. 2.University of DelewareNewarkUSA

Bibliographic information

  • DOI
  • Copyright Information Academy of Marketing Science 2015
  • Publisher Name Springer, Cham
  • eBook Packages Business and Economics
  • Print ISBN 978-3-319-17319-1
  • Online ISBN 978-3-319-17320-7
  • Series Print ISSN 2363-6165
  • Series Online ISSN 2363-6173
  • Buy this book on publisher's site
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