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Enlightened marketing in challenging...

Academy of Marketing Science., World Marketing Congress (2019 :)

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Enlightened marketing in challenging times = proceedings of the 2019 AMS World Marketing Congress (WMC) /

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	Enlightened marketing in challenging times/ edited by Felipe Pantoja, Shuang Wu, Nina Krey.
其他題名:	proceedings of the 2019 AMS World Marketing Congress (WMC) /
其他作者:	Pantoja, Felipe.
團體作者:	Academy of Marketing Science.
出版者:	Cham :Springer International Publishing : : 2020.,
面頁冊數:	xliii, 630 p. :ill., digital ;24 cm.
Contained By:	Springer Nature eBook
標題:	Marketing - Congresses. -
電子資源:	https://doi.org/10.1007/978-3-030-42545-6
ISBN:	9783030425456

Enlightened marketing in challenging times = proceedings of the 2019 AMS World Marketing Congress (WMC) /
Academy of Marketing Science.World Marketing CongressEdinburgh, Scotland)2019 :

Enlightened marketing in challenging timesproceedings of the 2019 AMS World Marketing Congress (WMC) /[electronic resource] :edited by Felipe Pantoja, Shuang Wu, Nina Krey. - Cham :Springer International Publishing :2020. - xliii, 630 p. :ill., digital ;24 cm. - Developments in marketing science: proceedings of the academy of marketing science,2363-6165. - Developments in marketing science: proceedings of the academy of 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.

ISBN: 9783030425456

Standard No.: 10.1007/978-3-030-42545-6doiSubjects--Topical Terms:

666011
Marketing
--Congresses.

LC Class. No.: HF5411

Dewey Class. No.: 658.8

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