Marketing at the Confluence between Entertainment and Analytics Proceedings of the 2016 Academy of Marketing Science (AMS) World Marketing Congress /

• Corporate Author: SpringerLink (Online service)
• Other Authors: Rossi, Patricia (Editor)
• Format: Electronic eBook
• Language: English
• Published: Cham : Springer International Publishing : Imprint: Springer, 2017.
• Series: Developments in Marketing Science: Proceedings of the Academy of Marketing Science,
• Subjects: Business.; Internet marketing.; Customer relations > Management.; Leadership.; Call centers.; Business and Management.; Customer Relationship Management.; Online Marketing/Social Media.; Business Strategy/Leadership.; Call Center/Customer Service.

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, t...