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

Finding New Ways to Engage and Satisfy Global Customers

Proceedings of the 2018 Academy of Marketing Science (AMS) World Marketing Congress (WMC)

Editors: Rossi, Patricia, Krey, Nina (Eds.)

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  • Explores new and innovative ways for marketers to find new customers in the global economy
  • Examines how marketers can ensure high customer satisfaction and maintain customer loyalty
  • Features cutting-edge research from global scholars and academics based on solid theory and rigorous research methodology
  • Provides insights for theory and practice
  • Features papers presented at the 21st Academy of Marketing Science (AMS) World Marketing Congress (WMC)
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eBook $299.00
price for USA in USD (gross)
  • ISBN 978-3-030-02568-7
  • Digitally watermarked, DRM-free
  • Included format: EPUB, PDF
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Hardcover $379.99
price for USA in USD
  • ISBN 978-3-030-02567-0
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
About this book

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.

Table of contents (49 chapters)

Table of contents (49 chapters)
  • Examining the Impact of Provocation in Green Advertising on Consumers’ Attitudes and Perceptions

    Elhajjar, Samer (et al.)

    Pages 1-12

  • Blink: Advertising in a Multi-Media Environment: An Abstract

    Furlan, Federica (et al.)

    Pages 13-14

  • Sensory Imagery in the Context of Beverage Advertising: How the Senses Affect Product Design and Attitude: An Abstract

    Wiedmann, Klaus-Peter (et al.)

    Pages 15-15

  • Value Expressive Advertising and Innovation Acceptance in Healthcare: An Abstract

    Powers, Thomas L. (et al.)

    Pages 17-18

  • Exploring the Reciprocal Relationship between Brand Identity and Brand Image in a Context of Co-Creation: An Abstract

    Silveira, Catherine (et al.)

    Pages 19-20

Buy this book

eBook $299.00
price for USA in USD (gross)
  • ISBN 978-3-030-02568-7
  • Digitally watermarked, DRM-free
  • Included format: EPUB, PDF
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Hardcover $379.99
price for USA in USD
  • ISBN 978-3-030-02567-0
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
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Bibliographic Information

Bibliographic Information
Book Title
Finding New Ways to Engage and Satisfy Global Customers
Book Subtitle
Proceedings of the 2018 Academy of Marketing Science (AMS) World Marketing Congress (WMC)
Editors
  • Patricia Rossi
  • Nina Krey
Series Title
Developments in Marketing Science: Proceedings of the Academy of Marketing Science
Copyright
2019
Publisher
Springer International Publishing
Copyright Holder
Academy of Marketing Science
eBook ISBN
978-3-030-02568-7
DOI
10.1007/978-3-030-02568-7
Hardcover ISBN
978-3-030-02567-0
Series ISSN
2363-6165
Edition Number
1
Number of Pages
XLVII, 956
Number of Illustrations
45 b/w illustrations, 17 illustrations in colour
Topics