LEADER 04657nam 22006495 450 001 9910254944703321 005 20251230061903.0 010 $a3-319-29877-1 024 7 $a10.1007/978-3-319-29877-1 035 $a(CKB)3710000000734747 035 $a(DE-He213)978-3-319-29877-1 035 $a(MiAaPQ)EBC4572601 035 $a(PPN)228319412 035 $a(EXLCZ)993710000000734747 100 $a20160627d2016 u| 0 101 0 $aeng 135 $aurnn#008mamaa 181 $ctxt$2rdacontent 182 $cc$2rdamedia 183 $acr$2rdacarrier 200 10$aRediscovering the Essentiality of Marketing $eProceedings of the 2015 Academy of Marketing Science (AMS) World Marketing Congress /$fedited by Luca Petruzzellis, Russell S. Winer 205 $a1st ed. 2016. 210 1$aCham :$cSpringer International Publishing :$cImprint: Springer,$d2016. 215 $a1 online resource (XXXIII, 987 p. 23 illus., 11 illus. in color.) 225 1 $aDevelopments in Marketing Science: Proceedings of the Academy of Marketing Science,$x2363-6173 311 08$a3-319-29876-3 320 $aIncludes bibliographical references. 327 $aAdvertising Communication -- Business-to-Business Marketing -- Consumer Behavior -- Cross-Cultural Research -- Digital and Social Media Marketing -- Distribution and Supply Chain Management -- Entrepreneurship and Small Business -- Health and Social Marketing -- Innovation and Creativity -- Integrated Marketing Communication -- International Marketing -- Luxury, Fashion and Wine Marketing -- Marketing Strategy -- Pricing and Price-Related Issues -- Product and Branding Strategies -- Relationship Marketing -- Retailing -- Selling and Sales Management -- Sensory Marketing -- Services Marketing -- Tourism and Hospitality. 330 $aThis book contains the full proceedings of the 2015 Academy of Marketing Science World Marketing Congress held in Bari, Italy. The current worldwide business environment is leading marketing scholars and practitioners to reconsider a number of historical and current views of the marketplace and how it functions. Further, determining new marketing theories and practical methods whose effectiveness can be truly measured must be added to the list of current challenges for today and tomorrow. In such a period in marketing history, achieving and managing efficient and effective marketing actions is a necessity. Determining such actions is based on practical experience, solid theory and appropriate research methodology. The enclosed papers focus on new research ideas on vibrant topics that can help academics and practitioners gain new perspectives and insights into today?s turbulent marketplace. Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research, and practice. Among its services to members and the community at large, the Academy offers conferences, congresses and symposia that attract delegates from around the world. Presentations from these events are published in this Proceedings series, which offers a comprehensive archive of volumes reflecting the evolution of the field. Volumes deliver cutting-edge research and insights, complimenting the Academy?s flagship journals, Journal of the Academy of Marketing Science (JAMS) and AMS Review. Volumes are edited by leading scholars and practitioners across a wide range of subject areas in marketing science. 410 0$aDevelopments in Marketing Science: Proceedings of the Academy of Marketing Science,$x2363-6173 606 $aCustomer relations$xManagement 606 $aStrategic planning 606 $aLeadership 606 $aTelemarketing 606 $aInternet marketing 606 $aCustomer Relationship Management 606 $aBusiness Strategy and Leadership 606 $aDigital Marketing 615 0$aCustomer relations$xManagement. 615 0$aStrategic planning. 615 0$aLeadership. 615 0$aTelemarketing. 615 0$aInternet marketing. 615 14$aCustomer Relationship Management. 615 24$aBusiness Strategy and Leadership. 615 24$aDigital Marketing. 676 $a650 686 $aJEL.C2 702 $aPetruzzellis$b Luca$4edt$4http://id.loc.gov/vocabulary/relators/edt 702 $aWiner$b Russell S$4edt$4http://id.loc.gov/vocabulary/relators/edt 801 0$bMiAaPQ 801 1$bMiAaPQ 801 2$bMiAaPQ 906 $aBOOK 912 $a9910254944703321 996 $aRediscovering the Essentiality of Marketing$92252858 997 $aUNINA