Marketing Challenges in a Turbulent Business Environment Proceedings
Edited in collaboration with the Academy of Marketing Science, this book contains the full proceedings of the 2014 Academy of Marketing Science World Marketing Congress held in Lima, Peru. The key challenge for marketers during the last two decades has be
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Mark D. Groza Charles B. Ragland Editors
Marketing Challenges in a Turbulent Business Environment Proceedings of the 2014 Academy of Marketing Science (AMS) World Marketing Congress
Marketing Challenges in a Turbulent Business Environment
Developments in Marketing Science: Proceedings of the Academy of Marketing Science
More information about this series at http://www.springer.com/series/13409
Mark D. Groza • Charles B. Ragland Editors
Marketing Challenges in a Turbulent Business Environment Proceedings of the 2014 Academy of Marketing Science (AMS) World Marketing Congress
Editors Mark D. Groza Department of Marketing Northern Illinois University DeKalb, IL, USA
Charles B. Ragland Department of Marketing Indiana University Kelley School of Business Bloomington, IN, USA
ISSN 2363-6165 ISSN 2363-6173 (electronic) Developments in Marketing Science: Proceedings of the Academy of Marketing Science ISBN 978-3-319-19427-1 ISBN 978-3-319-19428-8 (eBook) DOI 10.1007/978-3-319-19428-8 Library of Congress Control Number: 2015956769 Springer Cham Heidelberg New York Dordrecht London © The Academy of Marketing Science 2016 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. Printed on acid-free paper Springer International Publishing AG Switzerland is part of Springer Science+Business Media (www.springer.com)
AMS Executive Committee (2014–2016): President: Linda Ferrell, University of New Mexico Executive Vice President/Director: Harold W. Berkman, University of Miami (Founding Fellow) President-Elect: Adilson Borges, NEOMA Business School Immediate Past-President: Victoria Crittenden, Babson College Vice President for Publications: O.C. Ferrell, University of New Mexico Vice President for Programs: Julie Guidry Moulard, Louisiana Tech University Vice President for Membership-North America: Angeline Close, The University of Texas at Austin Vice President for Membership-International: Nicholas Paparoidamis, IESEG School of Management Vice President for Development: Michael Ewi
