Finding New Ways to Engage and Satisfy Global Customers

Proceedings of the 2018 Academy of Marketing Science (AMS) World Marketing Congress (WMC)

  • Patricia Rossi
  • Nina Krey
Conference proceedings AMSWMC 2018

Table of contents

  1. Front Matter
    Pages i-xlvii
  2. Federica Furlan, Douglas West, Prokriti Mukherji, Agnes Nairn
    Pages 13-14
  3. Theresa A. Kirchner, John B. Ford, Jörg Lindenmeier, Ben Lowe, Bob McDonald, Gillian Sullivan Mort
    Pages 23-24
  4. Ben Lowe, Gillian Sullivan Mort, Md Rajibul Hasan
    Pages 29-30
  5. Mihai Calciu, Jean-Louis Moulins, Francis Salerno
    Pages 35-48
  6. Sabrina Hombourger-Barès, Leila El Kamel
    Pages 51-52
  7. Benedikt Lindenbeck, Rainer Olbrich
    Pages 55-67
  8. Danielli Priscila da Silva Melo, José Marcos Carvalho de Mesquita
    Pages 73-83
  9. Charles Blankson, Prince Kodua, Lydia Njoroge
    Pages 85-86
  10. Fatma Hilal Ergen Keles, Burc Ulengin, Emrah Keles
    Pages 87-87
  11. Nanda Viswanathan
    Pages 89-101
  12. Theresa Eriksson, Christine Pitt, Andrew Flostrand, Kristina Heinonen
    Pages 123-124
  13. Jose Ribamar Siqueira, Michael Bendixen, Russell Abratt, Maria Petrescu
    Pages 131-132
  14. Lubna Al-Masri, Mirella Yani-de-Soriano
    Pages 145-146
  15. Sigitas Urbonavicius, Vytautas Dikcius, Karina Adomaviciute, Amelija Lucinskaite
    Pages 147-148
  16. Marta Bicho, Ralitza Nikolaeva, Carmen Lages
    Pages 153-165

About these proceedings


This proceedings volume explores the new and innovative ways in which marketers find new global customers and build meaningful bridges to them based on their wants and needs in order to ensure high levels of customer satisfaction. Customer loyalty is ensured through continuous engagement with an ever-changing and demanding customer base. Global forces are bringing cultures into collision, creating new challenges for firms wanting to reach geographically and culturally distant markets, and causing marketing managers to rethink how to build meaningful and stable relationships with evermore demanding customers. In an era of vast new data sources and a need for innovative analytics, the challenge for the marketer is to reach customers in new and powerful ways. Featuring the full proceedings from the 2018 Academy of Marketing Science (AMS) World Marketing Congress (WMC) held in Porto, Portugal, this volume provides current and emerging research from global scholars and practitioners that will help marketers to engage and promote customer satisfaction.

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 (JAMS) and AMS Review. Volumes are edited by leading scholars and practitioners across a wide range of subject areas in marketing science.


Academy of Marketing Science (AMS) AMS World Marketing Congress (WMC) Customer Satisfaction Global Customers Consumer Behavior Social Media Marketing Customer Loyalty Marketing Innovation

Editors and affiliations

  • Patricia Rossi
    • 1
  • Nina Krey
    • 2
  1. 1.Marketing DepartmentIÉSEG School of ManagementLilleFrance
  2. 2.Rohrer College of BusinessRowan UniversityGlassboroUSA

Bibliographic information