Overview: Presents the full proceedings of the 19th Annual Academy of Marketing Science (AMS) World Marketing Congress.Provides solid research methodology, theory and practice in marketing.Includes topics such This volume presents the full proceedings of the 2016 Academy of Marketing Science (AMS) World Marketing Congress held in Paris, France. It contains current research in marketing from academics, scholars, and practitioners from around the world. Focusing on advancing marketing theory and practice, this volume will help marketers to move forward in providing value for companies, consumers
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