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  • Conference proceedings
  • © 2017

Marketing at the Confluence between Entertainment and Analytics

Proceedings of the 2016 Academy of Marketing Science (AMS) World Marketing Congress

Editors:

  • Presents the full proceedings of the 19th Annual Academy of Marketing Science (AMS) World Marketing Congress

  • Provides solid research methodology, theory and practice in marketing

  • Includes topics such as consumer behavior, marketing management, ethics and digital marketing

  • Includes supplementary material: sn.pub/extras

Buying options

eBook USD 229.00
Price excludes VAT (USA)
  • ISBN: 978-3-319-47331-4
  • 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 299.99
Price excludes VAT (USA)
Hardcover Book USD 449.99
Price excludes VAT (USA)

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

Table of contents (311 papers)

  1. Front Matter

    Pages i-xliv
  2. Special Session: Customer Experience

    • Claire Roederer
    Pages 1-5
  3. Exploring the Role of Brand Equity and R&D as Drivers of Product Innovation and Market Performance: An Abstract

    • Nebojsa S. Davcik, Piyush Sharma, Nicholas Grigoriou
    Pages 13-13Open Access
  4. National-Regional Diversification Strategy and Export Performance: An Extended Abstract

    • Itzhak Gnizy, John W. Cadogan, João S. Oliveira, Asmat Nizam
    Pages 29-33
  5. Betrayal Intention in International Business Relationships: Temporal and Contractual Moderating Effects (An Abstract)

    • Leonidas C. Leonidou, Bilge Aykol, Thomas A. Fotiadis, Paul Christodoulides
    Pages 37-37Open Access
  6. Special Session: Evolution of the Luxury Industry in a Digital World

    • Alice Bertrand, Corine Cohen, Patsy Perry, Gwarlann de Kerviler, Ralf Wagner
    Pages 41-42
  7. Generation Y Travelers’ Intentions to Book Airbnb Accommodation: An Abstract

    • Suzanne Amaro, Luisa Andreu, Shenhua Huang
    Pages 43-44
  8. Commercial Weight Loss Programs Changing Eating Behaviors for Good

    • Joy Parkinson, Sharyn Rundle-Thiele, Margaret Allman-Farinelli
    Pages 45-56
  9. Segmenting Small-Business Customers: The Role of Socially Related Traits—An Abstract

    • Shaked Gilboa, Tali Seger Guttman
    Pages 67-67Open Access
  10. Strategic Management of Brand Heritage: Two Positioning Perspectives—Abstract

    • Fabien Pecot, Virginie De Barnier
    Pages 69-69Open Access

About this book

This volume presents the full proceedings of the 2016 Academy of Marketing Science (AMS) World Marketing Congress held in Paris, France. It contains current research in marketing from academics, scholars, and practitioners from around the world. Focusing on advancing marketing theory and practice, this volume will help marketers to move forward in providing value for companies, consumers, and society.

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
  • World Marketing Congress
  • International Marketing
  • Marketing Analytics
  • Marketing Management
  • Ethics in Marketing
  • Digital Marketing
  • Consumer Behavior

Editors and Affiliations

  • Marketing Department, IESEG School of Management (LEM-CNRS), Lille, France

    Patricia Rossi

Bibliographic Information

Buying options

eBook USD 229.00
Price excludes VAT (USA)
  • ISBN: 978-3-319-47331-4
  • 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 299.99
Price excludes VAT (USA)
Hardcover Book USD 449.99
Price excludes VAT (USA)