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Rediscovering the essentiality of marketing = proceedings of the 2015 Academy of Marketing Science (AMS) World Marketing Congress /

紀錄類型:	書目-語言資料,印刷品 : Monograph/item
正題名/作者:	Rediscovering the essentiality of marketing/ edited by Luca Petruzzellis, Russell S. Winer.
其他題名:	proceedings of the 2015 Academy of Marketing Science (AMS) World Marketing Congress /
其他作者:	Petruzzellis, Luca.
出版者:	Cham :Springer International Publishing : : 2016.,
面頁冊數:	xxxiii, 987 p. :ill., digital ; : 24 cm.;
Contained By:	Springer eBooks
標題:	Marketing - Case studies. -
電子資源:	http://dx.doi.org/10.1007/978-3-319-29877-1
ISBN:	9783319298771

Rediscovering the essentiality of marketing = proceedings of the 2015 Academy of Marketing Science (AMS) World Marketing Congress /
Rediscovering the essentiality of marketingproceedings of the 2015 Academy of Marketing Science (AMS) World Marketing Congress /[electronic resource] :edited by Luca Petruzzellis, Russell S. Winer. - Cham :Springer International Publishing :2016. - xxxiii, 987 p. :ill., digital ;24 cm. - Developments in marketing science,2363-6165. - Developments in marketing science..

Advertising Communication -- Business-to-Business Marketing -- Consumer Behavior -- Cross-Cultural Research -- Digital and Social Media Marketing -- Distribution and Supply Chain Management -- Entrepreneurship and Small Business -- Health and Social Marketing -- Innovation and Creativity -- Integrated Marketing Communication -- International Marketing -- Luxury, Fashion and Wine Marketing -- Marketing Strategy -- Pricing and Price-Related Issues -- Product and Branding Strategies -- Relationship Marketing -- Retailing -- Selling and Sales Management -- Sensory Marketing -- Services Marketing -- Tourism and Hospitality.

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.

ISBN: 9783319298771

Standard No.: 10.1007/978-3-319-29877-1doiSubjects--Topical Terms:

643761
Marketing
--Case studies.

LC Class. No.: HF5411

Dewey Class. No.: 658.8

Rediscovering the essentiality of marketing = proceedings of the 2015 Academy of Marketing Science (AMS) World Marketing Congress /
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520 $a 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.
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