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This volume explores the interconnection of social, political,
technological and economic challenges that impact consumer
relationships, new product launches and consumer interests.
Featuring contributions presented at the 2019 Academy of Marketing
Science (AMS) World Marketing Congress (WMC) held in Edinburgh,
Scotland, the theme of this proceedings draws from the Scottish
Enlightenment movement of the mid-Eighteenth Century, which
centered on ideas of liberty, progress and the scientific method.
The core values of this movement are being challenged by the
rapidly changing, globally shifting and digitally connected world.
The contributions presented in this volume reflect and reframe the
roles of marketers and marketing in incorporating and advancing the
ideas of the Scottish Enlightenment within contemporary marketing
theory and practice. 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. The series deliver
cutting-edge research and insights, complementing the Academy's
flagship journals, the Journal of the Academy of Marketing Science
(JAMS) and AMS Review (AMSR). Volumes are edited by leading
scholars and practitioners across a wide range of subject areas in
marketing science.
This volume explores the interconnection of social, political,
technological and economic challenges that impact consumer
relationships, new product launches and consumer interests.
Featuring contributions presented at the 2019 Academy of Marketing
Science (AMS) World Marketing Congress (WMC) held in Edinburgh,
Scotland, the theme of this proceedings draws from the Scottish
Enlightenment movement of the mid-Eighteenth Century, which
centered on ideas of liberty, progress and the scientific method.
The core values of this movement are being challenged by the
rapidly changing, globally shifting and digitally connected world.
The contributions presented in this volume reflect and reframe the
roles of marketers and marketing in incorporating and advancing the
ideas of the Scottish Enlightenment within contemporary marketing
theory and practice. 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. The series deliver
cutting-edge research and insights, complementing the Academy's
flagship journals, the Journal of the Academy of Marketing Science
(JAMS) and AMS Review (AMSR). Volumes are edited by leading
scholars and practitioners across a wide range of subject areas in
marketing science.
This proceedings volume explores marketing opportunities and
challenges that exist in the current, fast-changing landscape of
the global marketplace. Current global issues such as the rising
middle class in emerging markets, disruptive technological
breakthroughs, big data analytics, changing consumer habits and
concerns over national trade policies have renewed ethical concerns
around consumer privacy and the tools companies use to operate,
market to, connect and build a relationship with their customers.
Featuring the full proceedings from the 2019 Academy of Marketing
Science (AMS) Annual Conference held in Vancouver, Canada, this
book explores and assess the rate of change that drives companies
to evaluate and adapt their marketing strategies to remain
competitive. 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
(AMSR). Volumes are edited by leading scholars and practitioners
across a wide range of subject areas in marketing science.
This proceedings volume explores the new and innovative ways in
which marketers find new global customers and build meaningful
bridges to them based on their wants and needs in order to ensure
high levels of customer satisfaction. Customer loyalty is ensured
through continuous engagement with an ever-changing and demanding
customer base. Global forces are bringing cultures into collision,
creating new challenges for firms wanting to reach geographically
and culturally distant markets, and causing marketing managers to
rethink how to build meaningful and stable relationships with
evermore demanding customers. In an era of vast new data sources
and a need for innovative analytics, the challenge for the marketer
is to reach customers in new and powerful ways. Featuring the full
proceedings from the 2018 Academy of Marketing Science (AMS) World
Marketing Congress (WMC) held in Porto, Portugal, this volume
provides current and emerging research from global scholars and
practitioners that will help marketers to engage and promote
customer satisfaction. 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.
"We see our customers as invited guests to a party, and we are the
hosts. It's our job every day to make every important aspect of the
customer experience a little bit better." Jeff Bezos, Founder and
CEO of Amazon.com This proceedings volume explores the ways in
which marketers can learn about customers through big data and
other sources to create an enhanced customer experience. Consumers
today do not simply demand engaging online or offline experiences
anymore; they increasingly focus on one seamless experience
throughout their journey across virtual and real spaces. While
shopping in a physical store, consumers are checking their smart
phones for customer reviews and competitive information, and
catching a Pokemon or two at the same time. Online experience is no
longer only about price shopping and convenience, and offline is no
longer only about SKUs. Individual channels matter less and less;
it is the omni-channel experience that is becoming main-stream.
Marketers need to keep pace and continually adapt and contribute to
the changing consumer landscape. Through countless touchpoints
across different channels and media, marketers today can learn more
about their customers and are better equipped than ever to provide
them with a desired augmented experience: easy, fun, engaging, and
efficient. Featuring the full proceedings from the 2018 Academy of
Marketing Science (AMS) Annual Conference held in New Orleans,
Louisiana, this volume provides ground-breaking research from
scholars and practitioner from around the world that will help
marketers continue to engage their customers in this new landscape.
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.
This proceedings volume presents timely research and insights on
the advancement of marketing's basic premise-providing greater
levels of customer value. In recent years, both marketing scholars
and practitioners have witnessed great advancements in technology
and methodologies associated with big data, with location-based
marketing centered on mobile apps and the real-time tracking of
consumer behavior, and with innovations and enhancements in
communications utilizing the continually growing presence of social
media. Featuring the full proceedings of the 2017 Academy of
Marketing Science (AMS) Annual Conference held in Coronado Island,
California, this volume provides ground-breaking research from
scholars and practitioners from around the world that will help
marketers 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.
This proceedings volume examines transformation in marketing to
better understand current and future standing of the marketing
field. From whether there is a need for transformation in our
field; what methodological transformations are necessary;
historical looks at how the field has transformed and continues to
transform; how learning institutes are transforming and how
marketing theory, practice, consumption practices and people are
transforming as the world continues to change. It is by
understanding these changes and transformations that marketers have
a better knowledge of the discipline. Featuring the full
proceedings from the 2017 Academy of Marketing Science (AMS) World
Marketing Congress (WMC) held in Christchurch, New Zealand, this
book contains research from scholars and practitioners from around
the globe analyzing the need and drivers of transformation in
marketing. 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.
This proceedings volume explores marketing opportunities and
challenges that exist in the current, fast-changing landscape of
the global marketplace. Current global issues such as the rising
middle class in emerging markets, disruptive technological
breakthroughs, big data analytics, changing consumer habits and
concerns over national trade policies have renewed ethical concerns
around consumer privacy and the tools companies use to operate,
market to, connect and build a relationship with their customers.
Featuring the full proceedings from the 2019 Academy of Marketing
Science (AMS) Annual Conference held in Vancouver, Canada, this
book explores and assess the rate of change that drives companies
to evaluate and adapt their marketing strategies to remain
competitive. 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
(AMSR). Volumes are edited by leading scholars and practitioners
across a wide range of subject areas in marketing science.
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