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Developments in Marketing Science: Proceedings of the Academy of Marketing Science

Enlightened Marketing in Challenging Times

Proceedings of the 2019 AMS World Marketing Congress (WMC)

Editors: Pantoja, Felipe, Wu, Shuang, Krey, Nina (Eds.)

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  • Presents the Scottish Enlightenment within a contemporary marketing research context
  • Offers cutting-edge research and insights on marketing theory and practice
  • Examines the impact of social, political, technological and economic challenges on marketing research and practice
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eBook 128,39 €
price for India (gross)
  • ISBN 978-3-030-42545-6
  • Digitally watermarked, DRM-free
  • Included format: EPUB, PDF
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Hardcover 159,99 €
price for India (gross)
About this book

This volume explores the interconnection of social, political, technological and economic challenges that impact consumer relationships, new product launches and consumer interests. Featuring contributions presented at the 2019 Academy of Marketing Science (AMS) World Marketing Congress (WMC) held in Edinburgh, Scotland, the theme of this proceedings draws from the Scottish Enlightenment movement of the mid-Eighteenth Century, which centered on ideas of liberty, progress and the scientific method. The core values of this movement are being challenged by the rapidly changing, globally shifting and digitally connected world. The contributions presented in this volume reflect and reframe the roles of marketers and marketing in incorporating and advancing the ideas of the Scottish Enlightenment within contemporary marketing theory and practice.
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. The series deliver cutting-edge research and insights, complementing the Academy’s flagship journals, the Journal of the Academy of Marketing Science (JAMS) and AMS Review (AMSR). Volumes are edited by leading scholars and practitioners across a wide range of subject areas in marketing science.

Table of contents (219 chapters)

Table of contents (219 chapters)
  • Applying Evolutionary Psychology in Navigating the Standardization/Adaptation Debate in International Advertising

    Pages 1-8

    Ivanov, Lachezar

  • Truth, Half-Truth or Little White Lie? Exploring Public Sentiment toward Advertising through Cartoon Analysis

    Pages 9-22

    Wiid, Ria (et al.)

  • The Impact of Culture on Humorous Ads: An Abstract

    Pages 23-24

    Medic, Dragana (et al.)

  • Marketing Web Trends: An Algorithm and Brand Equity Nowcasting Application: An Abstract

    Pages 25-26

    France, Stephen L. (et al.)

  • Privacy or Personalization? Drivers, Deterrents and Moderators of Consumers’ Willingness to Disclose Personal Data

    Pages 27-35

    Fernandes, Teresa (et al.)

Buy this book

eBook 128,39 €
price for India (gross)
  • ISBN 978-3-030-42545-6
  • Digitally watermarked, DRM-free
  • Included format: EPUB, PDF
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Hardcover 159,99 €
price for India (gross)
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Bibliographic Information

Bibliographic Information
Book Title
Enlightened Marketing in Challenging Times
Book Subtitle
Proceedings of the 2019 AMS World Marketing Congress (WMC)
Editors
  • Felipe Pantoja
  • Shuang Wu
  • Nina Krey
Series Title
Developments in Marketing Science: Proceedings of the Academy of Marketing Science
Copyright
2020
Publisher
Springer International Publishing
Copyright Holder
The Academy of Marketing Science
eBook ISBN
978-3-030-42545-6
DOI
10.1007/978-3-030-42545-6
Hardcover ISBN
978-3-030-42544-9
Series ISSN
2363-6165
Edition Number
1
Number of Pages
XLIII, 630
Number of Illustrations
13 b/w illustrations, 2 illustrations in colour
Topics