Proceedings of the 1986 Academy of Marketing Science (AMS) Annual Conference
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 communi
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Naresh K. Malhotra Editor Jon M. Hawes Co-Editor
Proceedings of the 1986 Academy of Marketing Science (AMS) Annual Conference
Proceedings of the 1986 Academy of Marketing Science (AMS) Annual Conference
Developments in Marketing Science: Proceedings of the Academy of Marketing Science
More information about this series at http://www.springer.com/series/13409
Naresh K. Malhotra Editor Jon M. Hawes Co-Editor
Proceedings of the 1986 Academy of Marketing Science (AMS) Annual Conference
Anaheim, California, USA April 30-May 3, 1986
Editor Naresh K. Malhotra Georgia Institute of Technology Atlanta, GA, USA Co-Editor Jon M. Hawes University of Akron Akron, OH, USA
Reprint from Original edition Developments in Marketing Science, Volume IX 1986 edited by Naresh K. Malhotra and Jon M. Hawes Copyright © Academy of Marketing Science 1986 All rights reserved.
ISBN 978-3-319-11100-1 ISBN 978-3-319-11101-8 (eBook) DOI 10.1007/978-3-319-11101-8 Springer Cham Heidelberg New York Dordrecht London Library of Congress Control Number: 2014951541 © Academy of Marketing Science 2015 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. Exempted from this legal reservation are brief excerpts in connection with reviews or scholarly analysis or material supplied specifically for the purpose of being entered and executed on a computer system, for exclusive use by the purchaser of the work. Duplication of this publication or parts thereof is permitted only under the provisions of the Copyright Law of the Publisher’s location, in its current version, and permission for use must always be obtained from Springer. Permissions for use may be obtained through RightsLink at the Copyright Clearance Center. Violations are liable to prosecution under the respective Copyright Law. 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. While the advice and information in this book are believed to be true and accurate at the date of publication, neither the authors nor the editors nor the publisher can accept any legal responsibility for any errors or omissions that may be made. The publisher makes no warranty, express or implied, with respect to the material contained herein. Printed on acid-free paper Springer is part of Springer Science+Business Media (www.springer.com)
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