Finding New Ways to Engage and Satisfy Global Customers : Proceedings of the 2018 Academy of Marketing Science (AMS) World Marketing Congress (WMC) (Developments in Marketing Science: Proceedings of the Academy of Marketing Science)

Langue : anglais

Edité par Springer, 2019

3030025675 / 9783030025670

Série : Livre 15 sur 17 - Developments in Marketing Science: Proceedings of the Academy of Marketing Science

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Oversized hardcover, xlvii + 956 pages, NOT ex-library. Weight over 1.7kg. Book is clean and bright with unmarked text, free of inscriptions and stamps, firmly bound. Minor handling wear only. Issued without a dust jacket. -- This volume contains the proceedings of the 2018 Academy of Marketing Science World Marketing Congress, held in Porto, Portugal. The papers, most presented as abstracts, range across the full breadth of contemporary marketing scholarship and can be grouped into several broad thematic clusters. A substantial body of contributions addresses digital transformation and technology, including augmented reality in tourism, IoT consumer acceptance, virtual reality, mobile app failure in retailing, web personalisation, social media influencer persuasion, and eye-tracking research applied to both in-store buying decisions and communication design. Brand management papers examine brand equity, co-branding between fast fashion and luxury houses, brand experience, sensory branding, and brand crisis recovery through nostalgia. Consumer behaviour contributions cover food choice and well-being, variety seeking, collaborative consumption, consumer ethnocentrism, and the flat-sharing experience. Sustainability and ethics form a prominent strand, with papers on pro-environmental behaviour, sustainable luxury, CSR effects on employee citizenship, green dwelling perceptions, food waste reduction in university canteens, and anti-consumption. International and cross-cultural marketing is extensively represented, with empirical studies drawing on data from the the United States, France, Israel, Italy, Japan, South Korea, China, Taiwan, India, Pakistan, Jordan, Turkey, Brazil, Mexico, Ghana, sub-Saharan Africa, Uzbekistan, Armenia, New Zealand, Guernsey, Portugal, and the Galicia-North Portugal Euroregion, addressing topics from export performance and interfirm trust to immigrant acculturation and destination image. Further clusters address nonprofit and disaster marketing, B2B relationships and sales force management, pricing, luxury consumption, tourism and destination branding, gender identity, financial well-being, and marketing education. Special sessions were devoted to sensory branding, cultural identity in global marketplaces, consumer interactions with automated technologies, and measurement invariance in cross-cultural research.…

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Titre
Finding New Ways to Engage and Satisfy Global Customers : Proceedings of the 2018 Academy of Marketing Science (AMS) World Marketing Congress (WMC) (Developments in Marketing Science: Proceedings of the Academy of Marketing Science)
Auteur
Patricia Rossi; Nina Krey
Éditeur
Springer
Année de publication
2019
État de l'article
Very Good
Reliure
Hardcover
Langue
anglais
ISBN à 10 chiffres
3030025675
ISBN à 13 chiffres
9783030025670
Édition
1st Edition
Série
Livre 15 sur 17: Developments in Marketing Science: Proceedings of the Academy of Marketing Science

killarneybooks

Inagh, Clare, Irlande

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All U.S.-bound orders are now shipped with UPS for reliable delivery. Additional customs or import fees are highly unlikely; however, please note buyers remain responsible for any duties or taxes that U.S. Customs may assess. -- Killarneybooks is a family-run bookshop based in the Republic of Ireland. We take pride in accurate listings, careful packaging, and prompt service - most orders ship within 24 hours. All books listed are in stock and ready for immediate dispatch - we are not dropshippers. Inquiries always welcome.…

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