This volume includes the full proceedings from the 1997 Academy of Marketing Science (AMS) Annual Conference held in Coral Gables, Florida. The research and presentations offered in this volume cover many aspects of marketing science including marketing strategy, consumer behaviour, global marketing, advertising, branding, marketing education, among others. 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 Academyas flagship journals, the 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.Students sent email messages to the faculty resulting in a list of the classa#39;s e-mail addresses on the Web server. Students developed search skills by focusing on ... In this part they registered at HotWired magazinea#39;s Web site and discussed the purpose and use of these data, and observed consumer conversation related to the Honda CRV in news groups. This was quickly followed by debates on theanbsp;...
|Title||:||Proceedings of the 1997 Academy of Marketing Science (AMS) Annual Conference|
|Author||:||Elizabeth J. Wilson, Joseph F. Hair, Jr.|
|Publisher||:||Springer - 2015-01-20|