Marketing Transformation: Marketing Practice in an Ever Changing World
This proceedings volume examines transformation in marketing to better understand current and future standing of the marketing field. From whether there is a need for transformation in our field; what methodological transformations are necessary; his
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Patricia Rossi Nina Krey Editors
Marketing Transformation: Marketing Practice in an Ever Changing World Proceedings of the 2017 Academy of Marketing Science (AMS) World Marketing Congress (WMC)
Developments in Marketing Science: Proceedings of the Academy of Marketing Science
More information about this series at http://www.springer.com/series/13409
Patricia Rossi • Nina Krey Editors
Marketing Transformation: Marketing Practice in an Ever Changing World Proceedings of the 2017 Academy of Marketing Science (AMS) World Marketing Congress (WMC)
Editors Patricia Rossi Marketing Department IÉSEG School of Management Lille, France
Nina Krey Rohrer College of Business Rowan University Glassboro, NJ, USA
ISSN 2363-6165 ISSN 2363-6173 (electronic) Developments in Marketing Science: Proceedings of the Academy of Marketing Science ISBN 978-3-319-68749-0 ISBN 978-3-319-68750-6 (eBook) https://doi.org/10.1007/978-3-319-68750-6 Library of Congress Control Number: 2017954937 © Springer International Publishing AG 2018 This work is subject to copyright. All rights are reserved by the Publisher, whether the whole or part of the material is concerned, specifically the rights of translation, reprinting, reuse of illustrations, recitation, broadcasting, reproduction on microfilms or in any other physical way, and transmission or information storage and retrieval, electronic adaptation, computer software, or by similar or dissimilar methodology now known or hereafter developed. The use of general descriptive names, registered names, trademarks, service marks, etc. in this publication does not imply, even in the absence of a specific statement, that such names are exempt from the relevant protective laws and regulations and therefore free for general use. The publisher, the authors and the editors are safe to assume that the advice and information in this book are believed to be true and accurate at the date of publication. Neither the publisher nor the authors or the editors give a warranty, express or implied, with respect to the material contained herein or for any errors or omissions that may have been made. The publisher remains neutral with regard to jurisdictional claims in published maps and institutional affiliations. Printed on acid-free paper This Springer imprint is published by Springer Nature The registered company is Springer International Publishing AG The registered company address is: Gewerbestrasse 11, 6330 Cham, Switzerland
AMS Officers (2016–2018)
President Adilson Borges, Carrefour and NEOMA Business School, France Executive Vice President/Director Harold W. Berkman, University of Miami, USA President-Elect O.C. Ferrell, Auburn University, USA Immediate Past President Linda Ferrell, Auburn University, USA Vice President for Publications James S. Boles, University of North Carolina at Greensboro, USA Vice President for Programs Julie Guidry Moulard, Louisiana Tech University, USA Vice President for Membership – North America D. Todd Donavan, Colorado State University, USA Vice President for M
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