Proceedings of the 1997 World Marketing Congress

  • Samsinar MD Sidin
  • Ajay K. Manrai

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

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
  • About this book
Industry Sectors
Chemical Manufacturing
Consumer Packaged Goods