Overview: Includes the full proceedings of the 1998 Academy of Marketing Science (AMS) Annual Conference.Offers research and insights in the field of marketing.Includes contributions related to marketing resear.This volume includes the full proceedings from the 1998 Academy of Marketing Science (AMS) Annual Conference held in Norfolk, Virginia. The research and presentations offered in this volume cover many aspects of marketing science including marketing strategy, consumer behaviour, entrepreneurial marketing, international marketing, advertising, marketing education, among others..Founded i
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