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

Marketing at the Confluence between Entertainment and Analytics

Proceedings of the 2016 Academy of Marketing Science (AMS) World Marketing Congress

Editors: Rossi, Patricia (Ed.)

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  • Presents the full proceedings of the 19th Annual Academy of Marketing Science (AMS) World Marketing Congress
  • Provides solid research methodology, theory and practice in marketing
  • Includes topics such as consumer behavior, marketing management, ethics and digital marketing
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eBook $229.00
price for USA in USD
  • ISBN 978-3-319-47331-4
  • Digitally watermarked, DRM-free
  • Included format: PDF, EPUB
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Hardcover $449.99
price for USA in USD
Softcover $299.99
price for USA in USD
About this book

This volume presents the full proceedings of the 2016 Academy of Marketing Science (AMS) World Marketing Congress held in Paris, France. It contains current research in marketing from academics, scholars, and practitioners from around the world. Focusing on advancing marketing theory and practice, this volume will help marketers to move forward in providing value for companies, consumers, and society.
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 (JAMSand AMS Review. Volumes are edited by leading scholars and practitioners across a wide range of subject areas in marketing science.

Table of contents (311 chapters)

Table of contents (311 chapters)
  • Special Session: Customer Experience

    Pages 1-5

    Roederer, Claire

  • Branding Strategy Development Through Knowledge Creation: A Structured Abstract

    Pages 7-12

    Rufaidah, Popy

  • Exploring the Role of Brand Equity and R&D as Drivers of Product Innovation and Market Performance: An Abstract

    Pages 13-13

    Davcik, Nebojsa S. (et al.)

  • Does It Pay Off to Sustain a Brand? A Meta-analysis of the Relationship Between Intellectual Capital and the Financial Performance of the Firm

    Pages 15-27

    Albertini, Elisabeth (et al.)

  • National-Regional Diversification Strategy and Export Performance: An Extended Abstract

    Pages 29-33

    Gnizy, Itzhak (et al.)

Buy this book

eBook $229.00
price for USA in USD
  • ISBN 978-3-319-47331-4
  • Digitally watermarked, DRM-free
  • Included format: PDF, EPUB
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Hardcover $449.99
price for USA in USD
Softcover $299.99
price for USA in USD
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Bibliographic Information

Bibliographic Information
Book Title
Marketing at the Confluence between Entertainment and Analytics
Book Subtitle
Proceedings of the 2016 Academy of Marketing Science (AMS) World Marketing Congress
Editors
  • Patricia Rossi
Series Title
Developments in Marketing Science: Proceedings of the Academy of Marketing Science
Copyright
2017
Publisher
Springer International Publishing
Copyright Holder
Academy of Marketing Science
eBook ISBN
978-3-319-47331-4
DOI
10.1007/978-3-319-47331-4
Hardcover ISBN
978-3-319-47330-7
Softcover ISBN
978-3-319-83713-0
Series ISSN
2363-6165
Edition Number
1
Number of Pages
XLIV, 1595
Number of Illustrations
23 b/w illustrations, 30 illustrations in colour
Topics