Editors:
- Presents the full proceedings of the 2016 Academy of Marketing Science (AMS) Annual Conference
- Identifies new insights and explores the customer experience in the field of marketing
- Includes research from various areas of marketing such as consumer behavior, strategic marketing, marketing theory, international marketing and services marketing
Part of the book series: Developments in Marketing Science: Proceedings of the Academy of Marketing Science (DMSPAMS)
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Table of contents (278 papers)
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Front Matter
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Charity and Social Marketing: Do We Put Our Money Where Our Mouth Is?
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Front Matter
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Unhappy Customers: Consumer Dissatisfaction and Service Recovery
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Front Matter
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Impact of Consumer Behavior Factors on Retail Decisions
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Front Matter
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Digital Influence: Power, Conflict, and Sentiment
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Front Matter
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Appeals and Diversity
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Front Matter
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About this book
This volume includes the full proceedings from the 2016 Academy of Marketing Science (AMS) Annual Conference held in Orlando, Florida, entitled Creating Marketing Magic and Innovative Future Marketing Trends. The marketing environment continues to be dynamic. As a result, researchers need to adapt to the ever-changing scene. Several macro-level factors continue to play influential roles in changing consumer lifestyles and business practices. Key factors among these include the increasing use of technology and automation, while juxtaposed by nostalgia and “back to the roots” marketing trends. At the same time, though, as marketing scholars, we are able to access emerging technology with greater ease, to undertake more rigorous research practices. The papers presented in this volume aim to address these issues by providing the most current research from various areas of marketing research, such as consumer behavior, marketing strategy, marketing theory, services marketing,advertising, branding, and many more.
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.
Editors and Affiliations
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Department of Marketing & Services, University of Bayreuth, Bayreuth, Germany
Maximilian Stieler
Bibliographic Information
Book Title: Creating Marketing Magic and Innovative Future Marketing Trends
Book Subtitle: Proceedings of the 2016 Academy of Marketing Science (AMS) Annual Conference
Editors: Maximilian Stieler
Series Title: Developments in Marketing Science: Proceedings of the Academy of Marketing Science
DOI: https://doi.org/10.1007/978-3-319-45596-9
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 2017
Hardcover ISBN: 978-3-319-45595-2Published: 14 June 2017
Softcover ISBN: 978-3-319-83327-9Published: 09 September 2018
eBook ISBN: 978-3-319-45596-9Published: 06 January 2017
Series ISSN: 2363-6165
Series E-ISSN: 2363-6173
Edition Number: 1
Number of Pages: LXXXIV, 1510
Number of Illustrations: 17 b/w illustrations, 30 illustrations in colour
Topics: Customer Relationship Management, Online Marketing/Social Media, Business Strategy/Leadership, Call Center/Customer Service