Advertisement

© 2016

Rediscovering the Essentiality of Marketing

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

  • Luca Petruzzellis
  • Russell S. Winer

Benefits

  • Presents the full

  • proceedings of the 2015 Academy of Marketing Science (AMS) World Marketing

  • Explores ways to achieve and manage efficient and effective marketing strategies in the current global economy

  • Examines new marketing theories and practical methods based on historical marketing experience, theories and research methodology

Conference proceedings

Table of contents

  1. Front Matter
    Pages i-xxxiii
  2. Advertising Communication

    1. Front Matter
      Pages 1-1
    2. Tanya Drollinger, Schengchen Huang, Michael Basil
      Pages 11-12
    3. Mehran Darabi, Peter Reeves, Sunil Sahadev
      Pages 13-13
    4. Douglas West, George Christodoulides, Jennifer Bonhomme
      Pages 15-18
    5. Christina Chung, Gladys Torres-Baumgarten, Kathryn Woodbury Zeno
      Pages 19-22
  3. Business-to-Business Marketing

    1. Front Matter
      Pages 23-23
    2. Ozan Peneklioglu, Ayse Banu Elmadag Bas
      Pages 25-29
    3. Marc Kuhn, Vanessa Reit
      Pages 31-41
    4. Kamran Razmdoost, Hedley J. Smyth
      Pages 53-54
    5. Mariana Regina Silva Linhares, José Marcos Carvalho de Mesquita, Kleinia Anjos Vianna, Patricia de Cássia Gomes Moreira
      Pages 55-66
    6. R. Mohan Pisharodi, John W. Henke Jr., Ravi Parameswaran
      Pages 67-67
  4. Consumer Behavior

    1. Front Matter
      Pages 69-69
    2. Anahit Armenakyan, Louise A. Heslop, Irene R. R. Lu, John Nadeau, Norm O’Reilly
      Pages 73-74
    3. Atsuko Inoue, Atsunori Ariga
      Pages 75-75
    4. Alessandro M. Peluso, Andrea Bonezzi, Matteo De Angelis, Derek D. Rucker
      Pages 77-78

About these proceedings

Introduction

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.


Keywords

Academy of Marketing Science World Marketing Congress Global Marketing Consumer Behavior Marketing Strategy Marketing Theory Digital and Social Media Marketing Retailing Product and Branding Strategies Sales Management

Editors and affiliations

  • Luca Petruzzellis
    • 1
  • Russell S. Winer
    • 2
  1. 1.Department of Business and Law StudiesUniversity of Bari Aldo MoroBariItaly
  2. 2.Stern School of BusinessNew York UniversityNew YorkUSA

Bibliographic information

  • Book Title Rediscovering the Essentiality of Marketing
  • Book Subtitle Proceedings of the 2015 Academy of Marketing Science (AMS) World Marketing Congress
  • Editors Luca Petruzzellis
    Russell S. Winer
  • 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 https://doi.org/10.1007/978-3-319-29877-1
  • Copyright Information Academy of Marketing Science 2016
  • Publisher Name Springer, Cham
  • eBook Packages Business and Management Business and Management (R0)
  • Hardcover ISBN 978-3-319-29876-4
  • Softcover ISBN 978-3-319-80676-1
  • eBook ISBN 978-3-319-29877-1
  • Series ISSN 2363-6165
  • Series E-ISSN 2363-6173
  • Edition Number 1
  • Number of Pages XXXIII, 987
  • Number of Illustrations 12 b/w illustrations, 11 illustrations in colour
  • Topics Customer Relationship Management
    Business Strategy/Leadership
    Online Marketing/Social Media
  • Buy this book on publisher's site
Industry Sectors
Finance, Business & Banking