Marketing Transformation: Marketing Practice in an Ever Changing World
Proceedings of the 2017 Academy of Marketing Science (AMS) World Marketing Congress (WMC)
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Beschreibung
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 promotingtimely 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.
Examines marketing transformation in the global economy
Explores the current state of the marketing field and where it is going
Features contributions from marketing researchers and practitioners from around the world
Presents the full proceedings of the 20th Annual Academy of Marketing Science (AMS) World Marketing Congress (WMC)
Examines marketing transformation in the global economy Explores the current state of the marketing field and where it is going Features contributions from marketing researchers and practitioners from around the world Presents the full proceedings of the 20th Annual Academy of Marketing Science (AMS) World Marketing Congress (WMC)
Autor*in
Patricia Rossi
Themen in »Marketing Transformation: Marketing Practice in an Ever Changing World«
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