@article{772219,
      recid = {772219},
      author = {Petruzzellis, Luca, and Winer, Russell S.,},
      title = {Rediscovering the Essentiality of Marketing : Proceedings  of the 2015 Academy of Marketing Science (AMS) World  Marketing Congress /},
      pages = {1 online resource (xxxiii, 987 pages) :},
      abstract = {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.},
      url = {http://library.usi.edu/record/772219},
      doi = {https://doi.org/10.1007/978-3-319-29877-1},
}