Proceedings of the 1988 Academy of Marketing Science (AMS) Annual Conference

  • Kenneth D. Bahn

Table of contents

  1. Front Matter
    Pages i-xxiii

    1. Front Matter
      Pages 1-1
    2. Chankon Kim, Hanjoon Lee
      Pages 8-12
    3. Oswald A. J. Mascarenhas
      Pages 13-17
    4. M. Carole Macklin, Mary Walker
      Pages 28-32
    5. T. K. Clarke, Michael Noble, F. G. Crane
      Pages 47-51
    6. J. Dennis Lord, Jac L. Goldstucker
      Pages 61-66
    7. Curt Dommeyer, Gunn Dukes, Robyn Watt, Matt Wilson
      Pages 72-76

    1. Front Matter
      Pages 87-87
    2. David P. Campbell, C. P. Rao
      Pages 88-92
    3. F. H. Rolf Seringhaus
      Pages 97-101
    4. C. P. Rao, L. Joseph Rosenberg, Randy White
      Pages 132-136
    5. A. N. Hakam, Chow Hou Wee, Carolyn Yang
      Pages 142-146

    1. Front Matter
      Pages 150-150
    2. D. G. Brian Jones, David D. Monieson
      Pages 156-160
    3. Edward J. O’Boyle, Lyndon E. Dawson Jr.
      Pages 161-164
    4. Margery Steinberg, Steven Greene
      Pages 175-178
    5. Kenneth Crocker, Susan Petroshius
      Pages 184-188
    6. Earl D. Honeycutt Jr., John B. Ford, Laura A. Honeycutt
      Pages 208-212
    7. Raymond E. Taylor, L. Lynn Judd, Robert M. Seay
      Pages 213-217

    1. Front Matter
      Pages 227-227

About these proceedings


This volume includes the full proceedings from the 1988 Academy of Marketing Science (AMS) Annual Conference held in Montreal, Canada. It provides a variety of quality research in the fields of marketing theory and practice in areas such as consumer behaviour, marketing management, marketing education, and international marketing, among others.

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, 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 Customer Behavior Developments in Marketing Science International Marketing Marketing Management Marketing Research

Editors and affiliations

  • Kenneth D. Bahn
    • 1
  1. 1.Virginia TechBlackburgUSA

Bibliographic information

  • DOI
  • Copyright Information Academy of Marketing Science 2015
  • Publisher Name Springer, Cham
  • eBook Packages Business and Economics
  • Print ISBN 978-3-319-17045-9
  • Online ISBN 978-3-319-17046-6
  • Series Print ISSN 2363-6165
  • Series Online ISSN 2363-6173
  • Buy this book on publisher's site