Celebrating America's pastimes : baseball, hot dogs, apple pie and marketing? : proceedings of the 2015 Academy of Marketing Science (AMS) Annual Conference

• 作者： Academy of Marketing Science. Annual Conference (2015 : Denver, Colorado)
• 其他作者：
  • Kim, Kacy K., editor.
  • SpringerLink (Online service)
• 其他題名：
  • Developments in marketing science.
• 出版： Cham : Springer International Publishing :Imprint: Springer
• 叢書名： Developments in marketing science,
• 主題： Marketing--Congresses. , Business and Management. , Marketing. , Business Strategy/Leadership. , Sales/Distribution.
• ISBN： 9783319266473 (electronic bk.) 、 9783319266466 (paper)
• FIND@SFXID: CGU
• 資料類型: 電子書
• 內容註: Session 1.1 Luxury and Social Comparisons -- Session 1.3 Food/Health -- Session 1.4 Website Design Strategies for the E-Servicescape -- Session 1.5 Branding Strategy -- Session 1.7 Innovation in Course Development and Delivery -- Session 2.1 International Marketing Part I: Tales from Latin America -- Session 2.2 Financial Service Marketing and Consumption -- Session 2.3 Advertising and Shopping Influences -- Session 2.4 Effective Messaging for Online Advertising -- Session 2.5 Branding and Firm Capabilities -- Session 2.6 Advertising Research Methods -- Session 2.7 The Validity and Invalidity of Assessment Alternatives -- Session 3.1 Sensory Cues, Touching, Self-Tracking, and Scandals! -- Session 3.3 Global CB -- Session 3.4 Promotion and Brand Management -- Session 3.5 Channel Surfing and Disintermediation -- Session 3.6 Consumer Behavior I -- Session 3.7 Teaching Award Winners -- Session 4.1 International Marketing Part 2: Tales from Africa -- Session 4.2 Retail Influences Up the Chain, Across the World, and Over to Other Retailers -- Session 4.3 Self, Identify -- Session 4.4 Marketing Communications: A Cultural Perspective -- Session 4.4 Marketing Communications: A Cultural Perspective -- Session 4.5 Developing New Offering: The Big Picture -- Session 4.6 Consumer Behavior II -- Session 4.7 Corporations and CSR -- Session 5.1 International Marketing Part 3: A Global Perspective -- Session 5.2 Market (Re)creation through Innovation and Entrepreneurship -- Session 5.3 Services and CB -- Session 5.4 Building Your Brand with Social Media -- Session 5.5 You did What with Whom? -- Session 5.6 Analysis Methods in Marketing -- Session 5.8 Online and Social Media Research Methods -- Session 6.1 Food, Wine, and Coca-Cola@ -- Session 6.2 Retail Strategies within and Across the Stores and Shopping Channels -- Session 6.3 Consumption and Brands -- Session 6.4 Engaging and Influencing Your Audience through social Media -- Session 6.5 Channel Integration and Business Network
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• 摘要註: 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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