Thriving in a New World Economy

Proceedings of the 2012 World Marketing Congress/Cultural Perspectives in Marketing Conference

  • Kirk Plangger
Conference proceedings

Table of contents

  1. Front Matter
    Pages i-xxii
  2. Exploring and Exploiting Relationships in Business Markets

  3. Understanding the Sales Force

  4. Entrepreneurship & Family Business in the Global Marketplace

    1. Front Matter
      Pages 18-18
    2. Blankson Charles, Cowan Kirsten, Tran Trang
      Pages 19-19
    3. Audhesh Paswan, Rajasree K. Rajamma
      Pages 20-23
    4. Vijay K. Patel, Torsten M. Pieper, Joseph F. Hair Jr.
      Pages 24-29
  5. Embedding Ethics in Corporate Practice

    1. Front Matter
      Pages 30-30
  6. Customer Evaluation and Cultural Embeddedness

  7. When Firms Get Talkative: A Look at Corporations and Social Media

    1. Front Matter
      Pages 49-49
    2. Stefanie Paluch, Hartmut Holzmueller
      Pages 55-55
    3. Lina M. Gomez, Ricardo Chalmeta, Juan Carlos Sosa-Varela
      Pages 56-59
  8. Research Issues in Various Markets

  9. Sustainable Consumption

  10. Aspects of Destination Management

  11. Advertising in a Connected World

    1. Front Matter
      Pages 94-94
    2. Maria Petrescu, Pradeep K. Korgaonkar, Tamara F. Mangleburg, Ann R. Root
      Pages 95-95
  12. Marketing in Emerging Markets

    1. Front Matter
      Pages 100-100
    2. Lina M. Ceballos, Mauricio Bejarano
      Pages 106-108
    3. Clive Corder, Kerry Chipp, Dimitri Kapelianis, Kamlesh Vasanjee
      Pages 109-111
    4. Gregory Kivenzor, Roy Toffoli
      Pages 112-112
  13. Brand and Communication Strategies

About these proceedings


This volume includes the full proceedings from the 2012 World Marketing Congress and Cultural Perspectives in Marketing held in Atlanta, Georgia with the theme Thriving in a New World Economy. The focus of the conference and the enclosed papers is on global marketing thought, issues  and practices. 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

  • Kirk Plangger
    • 1
  1. 1.Simon Fraser UniversityBurnabyCanada

Bibliographic information

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