© 2016

Marketing Challenges in a Turbulent Business Environment

Proceedings of the 2014 Academy of Marketing Science (AMS) World Marketing Congress

  • Mark D. Groza
  • Charles B. Ragland
Conference proceedings

Table of contents

  1. Front Matter
    Pages i-xxiii
  2. Ina Garnefeld, Sabrina V. Helm
    Pages 1-6
  3. Juan Carlos Sosa-Varela, Göran Svensson, Carmen Padin, Nils Hogevold, Beverly Wagner, Carlos Ferro et al.
    Pages 7-8
  4. Arturo Z. Vasquez-Parraga, Humberto Valencia
    Pages 15-15
  5. Nikoletta-Theofania Siamagka, George Christodoulides
    Pages 19-23
  6. Caroline Boivin, Durif Fabien, Rajaobelina Lova, Rodier Francine
    Pages 27-31
  7. Shrihari Sridhar, Murali K. Mantrala, Prasad A. Naik
    Pages 35-36
  8. Srinath Gopalakrishna, Jason Garrett, Murali K. Mantrala, Shrihari Sridhar
    Pages 37-37
  9. Jennifer G. Ball, Danae Manika, Patricia A. Stout
    Pages 39-39
  10. Milena Micevski, Belinda Dewsnap, John W. Cadogan, Selma Kadić-Maglajlić, Nathaniel Boso
    Pages 67-72

About these proceedings


Edited in collaboration with the Academy of Marketing Science, this book contains the full proceedings of the 2014 Academy of Marketing Science World Marketing Congress held in Lima, Peru. The key challenge for marketers during the last two decades has been assuring high satisfaction and strong customer loyalty. Today, consumers’ ever-changing desires, instantaneous communication through social media and mobile technology and an unstable global economic climate all come together to stir up market turbulence. This volume explores how traditional and modern marketing practices facilitate development of new and innovative products, help create increased product/service differentiation, ensure better service quality, and most of all, create value for stakeholders even in such a turbulent business environment. Showcasing cross-cultural research from academics, scholars and practitioners from around the world, this volume provides insight and strategies for various marketing issues in today’s emerging markets.

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. 


Academy of Marketing Science Global Marketing Marketing Strategy Marketing Theory Turbulent Business Environment World Marketing Congress

Editors and affiliations

  • Mark D. Groza
    • 1
  • Charles B. Ragland
    • 2
  1. 1.Department of MarketingNorthern Illinois UniversityDeKalbUSA
  2. 2.Department of MarketingIndiana University Kelley School of BusinessBloomingtonUSA

About the editors


Bibliographic information

  • Book Title Marketing Challenges in a Turbulent Business Environment
  • Book Subtitle Proceedings of the 2014 Academy of Marketing Science (AMS) World Marketing Congress
  • Editors Mark D. Groza
    Charles B. Ragland
  • Series Title Developments in Marketing Science: Proceedings of the Academy of Marketing Science
  • Series Abbreviated Title Developments in Marketing Science: Proceedings of the Academy of Marketing Science
  • DOI
  • Copyright Information The Academy of Marketing Science 2016
  • Publisher Name Springer, Cham
  • eBook Packages Business and Management Business and Management (R0)
  • Hardcover ISBN 978-3-319-19427-1
  • Softcover ISBN 978-3-319-79277-4
  • eBook ISBN 978-3-319-19428-8
  • Series ISSN 2363-6165
  • Series E-ISSN 2363-6173
  • Edition Number 1
  • Number of Pages XXIII, 733
  • Number of Illustrations 27 b/w illustrations, 0 illustrations in colour
  • Topics Marketing
    Business Strategy/Leadership
  • Buy this book on publisher's site
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