Marketing Transformation: Marketing Practice in an Ever Changing World Proceedings of the 2017 Academy of Marketing Science (AMS) World Marketing Congress (WMC) /

• Corporate Author: SpringerLink (Online service)
• Other Authors: Rossi, Patricia (Editor, http://id.loc.gov/vocabulary/relators/edt), Krey, Nina (Editor, http://id.loc.gov/vocabulary/relators/edt)
• Format: Electronic eBook
• Language: English
• Published: Cham : Springer International Publishing : Imprint: Springer, 2018.
• Edition: 1st ed. 2018.
• Series: Developments in Marketing Science: Proceedings of the Academy of Marketing Science,
• Subjects: Motivation research (Marketing).; Market research.; Internet marketing.; Consumer Behavior.; Market Research/Competitive Intelligence.; Online Marketing/Social Media.

This proceedings volume examines transformation in marketing to better understand current and future standing of the marketing field. From whether there is a need for transformation in our field; what methodological transformations are necessary; historical looks at how the field has transformed and...