@article{867916,
      recid = {867916},
      author = {Rossi, Patricia, and Krey, Nina,},
      title = {Finding New Ways to Engage and Satisfy Global Customers :  Proceedings of the 2018 Academy of Marketing Science (AMS)  World Marketing Congress (WMC) /. World Marketing Congress},
      pages = {1 online resource.},
      abstract = {This proceedings volume explores the new and innovative  ways in which marketers find new global customers and build  meaningful bridges to them based on their wants and needs  in order to ensure high levels of customer satisfaction.  Customer loyalty is ensured through continuous engagement  with an ever-changing and demanding customer base. Global  forces are bringing cultures into collision, creating new  challenges for firms wanting to reach geographically and  culturally distant markets, and causing marketing managers  to rethink how to build meaningful and stable relationships  with evermore demanding customers. In an era of vast new  data sources and a need for innovative analytics, the  challenge for the marketer is to reach customers in new and  powerful ways. Featuring the full proceedings from the 2018  Academy of Marketing Science (AMS) World Marketing Congress  (WMC) held in Porto, Portugal, this volume provides current  and emerging research from global scholars and  practitioners that will help marketers to engage and  promote customer satisfaction. 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,  complementing 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.},
      url = {http://library.usi.edu/record/867916},
      doi = {https://doi.org/10.1007/978-3-030-02568-7},
}