Proceedings of the 1997 World Marketing Congress
This volume includes the full proceedings from the 1997 World Marketing Congress held in Kuala Lumpar, Malaysia. The focus of the conference and the enclosed papers is on marketing thought and practices from a global perspective. This volume presents pap
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Samsinar MD Sidin Ajay K. Manrai Editors
Proceedings of the 1997 World Marketing Congress
Proceedings of the 1997 World Marketing Congress
Developments in Marketing Science: Proceedings of the Academy of Marketing Science
More information about this series at http://www.springer.com/series/13409
Samsinar MD Sidin and Ajay K. Manrai Editors
Proceedings of the 1997 World Marketing Congress Presented by the Academy of Marketing Science and hosted by The Faculty of Economics and Management, Universiti Putra Malaysia, Malaysia
Kuala Lumpur, Malaysia June 24-27, 1997
Editors Samsinar MD Sidin Universiti Putra Malasia Darul Ehsan, Malaysia
Ajay K. Manrai University of Delaware Newark, DE, USA
Reprint from Original edition World Marketing Congress, Volume VIII edited by Samsinar MD Sidin and Ajay K. Manrai Copyright © Academy of Marketing Science 1997 All rights reserved. Developments in Marketing Science: Proceedings of the Academy of Marketing Science ISBN 978-3-319-17320-7 (eBook) ISBN 978-3-319-17319-1 DOI 10.1007/978-3-319-17320-7 Library of Congress Control Number: 2015938796 Springer Cham Heidelberg New York Dordrecht London © 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. 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.
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ACKNOWLEDGMENTS
The Academy of Marketing Science wishes to extend its sincere thanks to the many individuals and organisations who have contributed to the successful outcome of this 8th World Marketing Congress. Special acknowledgments goes to the organising committee for their help and co-operation in organising the congress. The academy would also like to extend special acknowledgment to the Faculty of Economics and Management, Universiti Putra Malaysia for the support and facilities given to ensure the success of the congress. Acknowledgment also goes to the program and track chairs for their co-operation and assista
