书目名称 | Marketing Challenges in a Turbulent Business Environment |
副标题 | Proceedings of the 2 |
编辑 | Mark D. Groza,Charles B. Ragland |
视频video | |
概述 | Includes the full proceedings of the 2014 Academy of Marketing Science (AMS) World Marketing Congress?.Provides cross-cultural research in the field of marketing with international implications.Explor |
丛书名称 | Developments in Marketing Science: Proceedings of the Academy of Marketing Science |
图书封面 |  |
描述 | .Edited in collaboration with the Academy of Marketing Science, this book contains the full proceedings of the 2014 Academy of Marketing Science World Marketing Congress held in Lima, Peru. The key challenge for marketers during the last two decades has been assuring high satisfaction and strong customer loyalty. Today, consumers’ ever-changing desires, instantaneous communication through social media and mobile technology and an unstable global economic climate all come together to stir up market turbulence. This volume explores how traditional and modern marketing practices facilitate development of new and innovative products, help create increased product/service differentiation, ensure better service quality, and most of all, create value for stakeholders even in such a turbulent business environment. Showcasing cross-cultural research from academics, scholars and practitioners from around the world, this volume provides insight and strategies for various marketing issues in today’s emerging markets..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 t |
出版日期 | Conference proceedings 2016 |
关键词 | Academy of Marketing Science; Global Marketing; Marketing Strategy; Marketing Theory; Turbulent Business |
版次 | 1 |
doi | https://doi.org/10.1007/978-3-319-19428-8 |
isbn_softcover | 978-3-319-79277-4 |
isbn_ebook | 978-3-319-19428-8Series ISSN 2363-6165 Series E-ISSN 2363-6173 |
issn_series | 2363-6165 |
copyright | The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Nature Switzerl |