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Rediscovering the Essentiality of Marketing by Petruzzellis, Luca; Winer, Russell S. is a scholarly article available to read on EtoBox.

What is Rediscovering the Essentiality of Marketing about?

This book contains the full proceedings of the 2015 Academy of Marketing Science World Marketing Congress held in Bari, Italy. The current worldwide business environment is leading marketing scholars and practitioners to reconsider a number of historical and current views of the marketplace and how it functions.  Further, determining new marketing theories and practical methods whose effectiveness can be truly measured must be added to the list of current challenges for today and tomorrow. In such a period in marketing history, achieving and managing efficient and effective marketing actions is a necessity. Determining such actions is based on practical experience, solid theory and appropriate research methodology. The enclosed papers focus on new research ideas on vibrant topics that can help academics and practitioners gain new perspectives and insights into today’s turbulent marketplace. 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 conferenc

Author

Petruzzellis, Luca; Winer, Russell S.

Publisher

Springer International Publishing : Imprint: Springer

Published

2016

Language

EN

ISBN

9783319298764