Enlightened Marketing in Challenging Times
ISBN:
978-3-03-042544-9
Auflage:
1st ed. 2020
Verlag:
Springer International Publishing
Land des Verlags:
Schweiz
Erscheinungsdatum:
18.09.2020
Herausgeber:
Reihe:
Developments in Marketing Science: Proceedings of the Academy of Marketing Science
Format:
Hardcover
Seitenanzahl:
630
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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 ofphenomena 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.
Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations ofphenomena 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.
Schlagwörter
Luxury Brand Management
Sensory Marketing
Artificial Intelligence in Marketing
Brand Authenticity
Consumer Emotions
Consumer Experience
Consumer Decision Making Situations
Ethical Consumer Behavior
Healthcare Marketing
Green Consumer Behavior
Scottish Enlightenment and Contemporary Marketing
Technology and Brandin
Marketing Strategy in Israel
Electronic Word of Mouth (eWOM)
Marketing in Emerging Markets
Consumer-Brand Engagement
