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

• Corporate Author: SpringerLink (Online service)
• Other Authors: Petruzzellis, Luca (Editor), Winer, Russell S. (Editor)
• Format: Electronic eBook
• Language: English
• Published: Cham : Springer International Publishing : Imprint: Springer, 2016.
• Series: Developments in Marketing Science: Proceedings of the Academy of Marketing Science,
• Subjects: Business.; Internet marketing.; Customer relations > Management.; Leadership.; Business and Management.; Customer Relationship Management.; Business Strategy/Leadership.; Online Marketing/Social Media.

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...

Table of Contents:

• 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.