Rediscovering the Essentiality of Marketing : Proceedings of the 2015 Academy of Marketing Science (AMS) World Marketing Congress / Luca Petruzzellis, Russell S. Winer, editors.
Petruzzellis, Luca, editor.; Winer, Russell S., editor.
2016
HF5411
Available Online

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Title Rediscovering the Essentiality of Marketing : Proceedings of the 2015 Academy of Marketing Science (AMS) World Marketing Congress / Luca Petruzzellis, Russell S. Winer, editors.
ISBN 9783319298771
3319298771
3319298763
9783319298764
9783319298764
DOI https://doi.org/10.1007/978-3-319-29877-1
Published Switzerland : Springer, ©2016.
Language English
Description 1 online resource (xxxiii, 987 pages) : illustrations.
Item Number 10.1007/978-3-319-29877-1 doi
Call Number HF5411
Dewey Decimal Classification 658.8
Summary 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.
Bibliography, etc. Note Includes bibliographical references.
Access Note Access limited to authorized users.
Digital File Characteristics text file PDF
Source of Description Online resource; title from PDF title page (viewed August 25, 2016).
Added Author Petruzzellis, Luca, editor.
Winer, Russell S., editor.
Series Developments in marketing science.
Available in Other Form Print version: 9783319298764
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Advertising Communication
Business-to-Business Marketing
Consumer Behavior
Cross-Cultural Research
Digital and Social Media Marketing
Distribution and Supply Chain Management
Entrepreneurship and Small Business
Health and Social Marketing
Innovation and Creativity
Integrated Marketing Communication
International Marketing
Luxury, Fashion and Wine Marketing
Marketing Strategy
Pricing and Price-Related Issues
Product and Branding Strategies
Relationship Marketing
Retailing
Selling and Sales Management
Sensory Marketing
Services Marketing
Tourism and Hospitality.

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