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.

Twitter, smartphones, and self-service kiosks are taking over, and tech-savvy business dealings are no longer an advantage--they're a requirement. With entertaining humor and inarguable logic, author Micah Solomon offers surefire strategies for success by exploring the timelessness of customer service (i.e., what hasn't changed), the high-tech tools that could give you a customer service advantage, and the systemic social shifts that are changing your customer's expectations of the way you do business. You'll learn inside secrets of wildly successful customer service initiatives, from internet startups to venerable brands, and how to turn casual customers into fervent supporters who will spread the word far and wide--online and off. High-Tech, High-Touch Customer Service does this by teaching readers the six major customer trends and what they mean for business; the eight unbreakable rules for social media customer service; how to effectively address online complainers and saboteurs on Yelp, Twitter, TripAdvisor, and other forums; how to understand and leverage the rising power of self-service; and how to build a company culture that breeds stellar customer service.With special features including lessons from the latest newsworthy customer service blunders, you'll be equipped to retool old-fashioned customer service and turn time-strapped, screen-addicted, value-savvy, and socially engaged critics into fervent loyal customers who help your business thrive.

Did you know that a 5% increase in customer loyalty could add an extra 25-100% of profit to your bottom line? Did you know that it costs 5-8 times more to get a new client than to keep an existing client? Did you know that loyal customers who buy regularly help you have predictable cash flow? This book gives you the 'why' and the 'how' of customer loyalty so you can have these benefits in your business. Just like in sports your business can have a playbook, a notebook that contains the game plays that make a team successful. Each chapter has a play diagram followed by an explanation, a case study and discussion questions to use with your team. There are four sections that build customer loyalty infrastructure into your business: leadership, engaged employees, designing the customer experience and targeted marketing. Recommended by Dr. Ivan Misner PhD, the founder of BNI (Business Networks International) and author of 17 books, this book in his words will "bring profit to your bottom line." He states this book is filled with, "everything you need to know to effectively build a growing and thriving business, maintain your customer base, and obtain long-term highly efficient employees." Inside this book are: -9 compelling reasons why you want to improve customer and client loyalty - 12 executable and customizable winning game strategies that you can use independently of the others to gain customer loyalty - - the ultimate end goal of a successful and sustainable business.

"To get a competitive edge in a world of commoditized service, companies have to convert their reactive, cost-oriented contact centers into predictive, engaged, revenue-generating, real-time profit centers. A real-time contact center provides an outstanding customer experience, enhances loyalty, increases sales, reduces expenses, and streamlines information flow between the center and the company at large -- all of which adds up to substantial bottom-line improvement.

The Real-Time Contact Center is a practical guide to building a service infrastructure that will simultaneously exceed your customers' expectations, and build revenues. This timely book will help you:

Establish the business case for transforming your contact center into a real-time profit center.

* Sort through the technologies and systems that enable real-time contact centers, and learn the best ways to use them.

* Build profitable relationships with sales and marketing.

* Strengthen your self-service applications to improve their efficiency and to reduce dependence on service representatives, enabling significant cost reductions.

* Hire, train, and motivate staff to keep your contact center at the top of its game.

* Make smart, ethical decisions regarding offshore outsourcing.

The book is packed with step-by-step implementation plans for migrating from your current model to the real-time contact center, and offers a complete package of winning strategies, practical guidelines, and best practices. Each chapter includes self-assessment checklists for use by all the crucial players in your contact environment. The Real-Time Contact Center analyzes the business trends that are driving change in the contact center market, and provides vendor names and a market overview of key call center technology, systems, and applications. The book also discusses how to optimize management and processes to ensure your people are well positioned to deliver extraordinary service with every interaction.

Most importantly, The Real-Time Contact Center will show you how to make this crucial transformation without disrupting your current service initiatives. With the powerful tools and practical recommendations in this book, you will transfer quickly and seamlessly to a world-class contact center that's designed to generate substantial revenue, delight your customers, reduce expenses, and make your organization the envy of its industry."