Creating Marketing Magic and Innovative Future Marketing Trends

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

  • Maximilian Stieler

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

    1. Front Matter
      Pages 61-61
    2. Jean-Luc Herrmann, Mathieu Kacha, Christian Dianoux, Tommy Hsu
      Pages 63-64

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

  • DOI
  • Copyright Information Academy of Marketing Science 2017
  • Publisher Name Springer, Cham
  • eBook Packages Business and Management
  • Print ISBN 978-3-319-45595-2
  • Online ISBN 978-3-319-45596-9
  • Series Print ISSN 2363-6165
  • Series Online ISSN 2363-6173
  • About this book