Bringing the Soul Back to Marketing

Proceedings of the 2023 AMS World Marketing Congress, Canterbury, UK, July 11–14, 2023

Vincent Jeseo, Juliann Allen (Herausgeber)

Buch | Hardcover

XX, 133 Seiten

2024 | 2024
Springer International Publishing (Verlag)
978-3-031-53285-6 (ISBN)

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The "soul" centers our activities and inspirations. The body of marketing changes shape rapidly; however, we should not lose sight of its "soul". This volume focuses on preserving the "soul" of marketing in a data-driven world where technology has proliferated amidst a myriad of global challenges. Featuring papers presented at the 2023 Academy of Marketing Science World Marketing Congress held in Canterbury, UK, this book explores ideas, theories and practices to tackle global and economic challenges in marketing and emphasize marketing's contribution to business and society at large, further strengthening the academic community.

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, complementing the Academy's flagship journals, the Journal of the Academy of Marketing Science (JAMS) and AMS Review.

Vincent Jeseo is Assistant Professor of Marketing in the Rohrer College of Business at Rowan University (Glassboro, NJ, USA). He enjoys teaching quantitative and managerially relevant courses such as marketing research, marketing management/strategy, services marketing, and sales management. His primary research stream focuses on relationship-marketing topics within sales and service contexts.

Juliann Allen is Assistant Professor of Marketing in the College of Business Administration at Nicholls State University (Thibodaux, LA, USA). Her research interests include social media influencers, authenticity, self-brand connections, materialism, and human brands.

Mass Customization's Online Sales Configurator Capabilities and Purchase Intention: The Roles of Psychological Empowerment and Ownership.- Reviewing the Research Landscape of Online Scarcity Messages.- Understanding Customers' Insights Using Attribution Theory.- Marketing Strategies of Tham Sing Robusta Coffee in Thailand: SWOT IE and TOWS Matrix.- Identifying Current Themes and Important Future Research Directions in the Field of Consumer Animosity.

Erscheinungsdatum	18.03.2024
Reihe/Serie	Developments in Marketing Science: Proceedings of the Academy of Marketing Science
Zusatzinfo	XX, 133 p. 16 illus., 3 illus. in color.
Verlagsort	Cham
Sprache	englisch
Maße	155 x 235 mm
Themenwelt	Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb
Themenwelt	Wirtschaft ► Betriebswirtschaft / Management ► Unternehmensführung / Management
Schlagworte	Artificial Intelligence in Marketing • Brand Activism • conference proceedings • Digital Marketing • Enlightened Marketing • Integrated Marketing Communication (IMC) • Marketing for Non-governmental organizations (NGO) • Social Marketing • World Marketing Congress 2023
ISBN-10	3-031-53285-6 / 3031532856
ISBN-13	978-3-031-53285-6 / 9783031532856
Zustand	Neuware