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  • Conference proceedings
  • © 2017

Creating Marketing Magic and Innovative Future Marketing Trends

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

  • Presents the full proceedings of the 2016 Academy of Marketing Science (AMS) Annual Conference

  • Identifies new insights and explores the customer experience in the field of marketing

  • Includes research from various areas of marketing such as consumer behavior, strategic marketing, marketing theory, international marketing and services marketing

Buying options

eBook USD 309.00
Price excludes VAT (USA)
  • ISBN: 978-3-319-45596-9
  • Instant PDF download
  • Readable on all devices
  • Own it forever
  • Exclusive offer for individuals only
  • Tax calculation will be finalised during checkout
Softcover Book USD 399.99
Price excludes VAT (USA)
Hardcover Book USD 549.99
Price excludes VAT (USA)

This is a preview of subscription content, access via your institution.

Table of contents (278 papers)

  1. Front Matter

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

    1. Front Matter

      Pages 1-1
  3. Unhappy Customers: Consumer Dissatisfaction and Service Recovery

    1. Front Matter

      Pages 15-15
  4. Digital Influence: Power, Conflict, and Sentiment

    1. Front Matter

      Pages 49-49
    2. Detecting Conflict on Social Media: An Extended Abstract

      • Olivier Sibai, Kristine De Valck, Alastair Herbert, Dell Zhang
      Pages 53-57
  5. Appeals and Diversity

    1. Front Matter

      Pages 61-61
    2. Effectiveness of Indirect Versus Direct Comparative Advertising: The Role of Comparison Brand Usage (An Abstract)

      • Jean-Luc Herrmann, Mathieu Kacha, Christian Dianoux, Tommy Hsu
      Pages 63-64

About this book

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.

Keywords

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

Editors and Affiliations

  • Department of Marketing & Services, University of Bayreuth, Bayreuth, Germany

    Maximilian Stieler

Bibliographic Information

Buying options

eBook USD 309.00
Price excludes VAT (USA)
  • ISBN: 978-3-319-45596-9
  • Instant PDF download
  • Readable on all devices
  • Own it forever
  • Exclusive offer for individuals only
  • Tax calculation will be finalised during checkout
Softcover Book USD 399.99
Price excludes VAT (USA)
Hardcover Book USD 549.99
Price excludes VAT (USA)