Creating Marketing Magic and Innovative Future Marketing Trends

Proceedings of the 2016 Academy of Marketing Science (AMS) Annual Conference

  • Maximilian Stieler
Conference proceedings

Table of contents

  1. Front Matter
    Pages i-xli
  2. Charity and Social Marketing: Do We Put Our Money Where Our Mouth Is?

  3. Unhappy Customers: Consumer Dissatisfaction and Service Recovery

  4. Impact of Consumer Behavior Factors on Retail Decisions

  5. Digital Influence: Power, Conflict, and Sentiment

    1. Front Matter
      Pages 49-49
    2. Olivier Sibai, Kristine De Valck, Alastair Herbert, Dell Zhang
      Pages 53-57
  6. Appeals and Diversity

  7. New Product Development and Product Strategy in Dynamic Market Environments

    1. Front Matter
      Pages 91-91
    2. Praneet Randhawa, Ahmet H. Kirca, M. Berk Talay, M. Billur Akdeniz
      Pages 95-98
  8. Digital Tools and Marketing Pedagogy

  9. Service Quality: Online Experiences and Feedback

    1. Front Matter
      Pages 117-117
    2. Linda Nasr, Jamie Burton, Thorsten Gruber
      Pages 119-120
  10. Doctoral Colloquium: Advertising

  11. Special Session: Opportunities and Challenges of Wearable Technology

    1. Front Matter
      Pages 137-137
    2. Leyland Pitt, Jan Kietzmann, Karen Robson, Kirk Plangger, Emily Treen, Jeannette Paschen et al.
      Pages 139-141
  12. Citizenship Behavior and Services Marketing

  13. Glimpsing into and Deciding About the Future

    1. Front Matter
      Pages 165-165
    2. Constantinos Hadjichristidis, Kishore Gopalakrishna Pillai, Bidisha Burman
      Pages 167-172
  14. Luck, Intuition, and Salesperson Characteristics: Oh, My!

    1. Front Matter
      Pages 179-179

About these proceedings


This volume includes the full proceedings from the 2016 Academy of Marketing Science (AMS) Annual Conference held in Orlando, Florida, entitled Creating Marketing Magic and Innovative Future Marketing Trends. The marketing environment continues to be dynamic. As a result, researchers need to adapt to the ever-changing scene. Several macro-level factors continue to play influential roles in changing consumer lifestyles and business practices. Key factors among these include the increasing use of technology and automation, while juxtaposed by nostalgia and “back to the roots” marketing trends. At the same time, though, as marketing scholars, we are able to access emerging technology with greater ease, to undertake more rigorous research practices. The papers presented in this volume aim to address these issues by providing the most current research from various areas of marketing research, such as consumer behavior, marketing strategy, marketing theory, services marketing, advertising, branding, and many more.

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 Marketing Science Marketing Strategy Customer Experience Innovation Consumer Behavior Marketing Management Environmental Factors in Marketing

Editors and affiliations

  • Maximilian Stieler
    • 1
  1. 1.Department of Marketing & ServicesUniversity of BayreuthBayreuthGermany

Bibliographic information