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

Rediscovering the Essentiality of Marketing

Proceedings of the 2015 Academy of Marketing Science (AMS) World Marketing Congress

Editors: Petruzzellis, Luca, Winer, Russell S. (Eds.)

  • Presents the full proceedings of the 2015 Academy of Marketing Science (AMS) World Marketing Congress
  • 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
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Buy this book

eBook $149.00
price for USA in USD (gross)
  • ISBN 978-3-319-29877-1
  • Digitally watermarked, DRM-free
  • Included format: PDF, EPUB
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Hardcover $199.99
price for USA in USD
  • ISBN 978-3-319-29876-4
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
Softcover $199.99
price for USA in USD
  • ISBN 978-3-319-80676-1
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
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 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, 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.


Table of contents (44 chapters)

  • The Role of Anger in the Context of Consumer Reactions to Advertising Incongruity

    Bambauer-Sachse, Silke (et al.)

    Pages 3-8

  • Cross-Language Comparison of the Persuasive Effects of Typeface Shapes: A Conceptual Framework

    Liu, Yi-Fen (et al.)

    Pages 9-10

  • Testing the Dual Pathway Model of Ad Persuasion Using Celebrity Endorsers

    Drollinger, Tanya (et al.)

    Pages 11-12

  • Antecedents of Attitude Toward SMS Advertising in the UK

    Darabi, Mehran (et al.)

    Pages 13-13

  • What Really Drives Creative Choices in an Advertising Agency?

    West, Douglas (et al.)

    Pages 15-18

Buy this book

eBook $149.00
price for USA in USD (gross)
  • ISBN 978-3-319-29877-1
  • Digitally watermarked, DRM-free
  • Included format: PDF, EPUB
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Hardcover $199.99
price for USA in USD
  • ISBN 978-3-319-29876-4
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
Softcover $199.99
price for USA in USD
  • ISBN 978-3-319-80676-1
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
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Bibliographic Information

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
Copyright
2016
Publisher
Springer International Publishing
Copyright Holder
Academy of Marketing Science
eBook ISBN
978-3-319-29877-1
DOI
10.1007/978-3-319-29877-1
Hardcover ISBN
978-3-319-29876-4
Softcover ISBN
978-3-319-80676-1
Series ISSN
2363-6165
Edition Number
1
Number of Pages
XXXIII, 987
Number of Illustrations and Tables
12 b/w illustrations, 11 illustrations in colour
Topics