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This book contains the full proceedings of the 2015 Academy of
Marketing Science Annual Conference held in Denver, Colorado.
Marketing has become ubiquitous: it doesn't matter who you are,
where you are or what you are doing, you cannot escape it. In these
times of instantaneous news, information and entertainment,
everyone is exposed to messages from the moment they awake until
the minute they drift off to sleep. America spends the most money
in the world on advertising and other marketing communication. So,
it could be said that marketing is America's pastime, as much so as
the classics: baseball, hot dogs, and apple pie. Under the theme of
" Celebrating America's Pastimes: Baseball, Hot Dogs, Apple Pie and
Marketing", this volume discusses all of the good things that
marketing can do. Showcasing research from academics, scholars and
practitioners from around the world, this volume provides insight
and strategies that will help marketers move forward and focus on
the positive that marketing can provide to consumers, stakeholders
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, 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.
This book contains the full proceedings of the 2015 Academy of
Marketing Science Annual Conference held in Denver, Colorado.
Marketing has become ubiquitous: it doesn't matter who you are,
where you are or what you are doing, you cannot escape it. In these
times of instantaneous news, information and entertainment,
everyone is exposed to messages from the moment they awake until
the minute they drift off to sleep. America spends the most money
in the world on advertising and other marketing communication. So,
it could be said that marketing is America's pastime, as much so as
the classics: baseball, hot dogs, and apple pie. Under the theme of
" Celebrating America's Pastimes: Baseball, Hot Dogs, Apple Pie and
Marketing", this volume discusses all of the good things that
marketing can do. Showcasing research from academics, scholars and
practitioners from around the world, this volume provides insight
and strategies that will help marketers move forward and focus on
the positive that marketing can provide to consumers, stakeholders
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, 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.
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