Editors:
- 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
Part of the book series: Developments in Marketing Science: Proceedings of the Academy of Marketing Science (DMSPAMS)
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Table of contents (193 papers)
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Front Matter
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Advertising Communication
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Front Matter
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Business-to-Business Marketing
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Front Matter
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Consumer Behavior
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Front Matter
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About this book
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 organizationdedicated 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.
Editors and Affiliations
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Department of Business and Law Studies, University of Bari Aldo Moro, Bari, Italy
Luca Petruzzellis
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Stern School of Business, New York University, New York, USA
Russell S. Winer
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
DOI: https://doi.org/10.1007/978-3-319-29877-1
Publisher: Springer Cham
eBook Packages: Business and Management, Business and Management (R0)
Copyright Information: The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Nature Switzerland AG 2016
Hardcover ISBN: 978-3-319-29876-4Published: 28 June 2016
Softcover ISBN: 978-3-319-80676-1Published: 31 May 2018
eBook ISBN: 978-3-319-29877-1Published: 27 June 2016
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