Proceedings of the 1998 Academy of Marketing Science (AMS) Annual Conference
This volume includes the full proceedings from the 1998 Academy of Marketing Science (AMS) Annual Conference held in Norfolk, Virginia. The research and presentations offered in this volume cover many aspects of marketing science including marketing stra
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John B. Ford Earl D. Honeycutt, Jr. Editors
Proceedings of the 1998 Academy of Marketing Science (AMS) Annual Conference
Proceedings of the 1998 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
John B. Ford and Earl D. Honeycutt, Jr. Editors Courtney H. Middleton Proceedings Coordinator
Proceedings of the 1998 Academy of Marketing Science (AMS) Annual Conference
Norfolk, Virginia May 27-30, 1998
Editors John B. Ford Marketing Department Old Dominion University Norfolk, VA, USA
Earl D. Honeycutt, Jr. Old Dominion University Norfolk, VA, USA
Reprint from Original edition Developments in Marketing Science, Volume XXI edited by John B. Ford and Earl D. Honeycutt, Jr. Copyright © Academy of Marketing Science 1998 All rights reserved.
ISBN 978-3-319-13083-5 ISBN 978-3-319-13084-2 (eBook) DOI 10.1007/978-3-319-13084-2 Springer Cham Heidelberg New York Dordrecht London Library of Congress Control Number: 2014956745 © 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)
ACADEMY OF MARKETING SCIENCE Officers, 1996-1998 Vice President for Academic Affairs Pratibha Dabholka
