Rediscovering the Essentiality of Marketing Proceedings of the 2015
This book contains the full proceedings of the 2015 Academy of Marketing Science World Marketing Congress held in Bari, Italy. The current worldwide business environment is leading marketing scholars and practitioners to reconsider a number of historical
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Luca Petruzzellis Russell S. Winer Editors
Rediscovering the Essentiality of Marketing Proceedings of the 2015 Academy of Marketing Science (AMS) World Marketing Congress
Rediscovering the Essentiality of Marketing
Developments in Marketing Science: Proceedings of the Academy of Marketing Science
More information about this series at http://www.springer.com/series/13409
Luca Petruzzellis • Russell S. Winer Editors
Rediscovering the Essentiality of Marketing Proceedings of the 2015 Academy of Marketing Science (AMS) World Marketing Congress
Editors Luca Petruzzellis Department of Business and Law Studies University of Bari Aldo Moro Bari, Italy
Russell S. Winer Stern School of Business New York University New York, NY, USA
ISSN 2363-6165 ISSN 2363-6173 (electronic) Developments in Marketing Science: Proceedings of the Academy of Marketing Science ISBN 978-3-319-29876-4 ISBN 978-3-319-29877-1 (eBook) DOI 10.1007/978-3-319-29877-1 Library of Congress Control Number: 2016945753 © 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 This Springer imprint is published by Springer Nature The registered company is Springer International Publishing AG Switzerland
AMS Officers (2014–2016)
President Linda Ferrell, Belmont University, USA Executive Vice President/Director Harold W. Berkman, University of Miami, USA President-Elect Adilson Borges, NEOMA Business School, France Immediate Past-President Victoria Crittenden, Babson College, USA Vice President for Publications O.C. Ferrell, Belmont University, USA Vice President for Programs Julie Guidry Moulard, Louisiana Tech University, USA Vice President for Membership-North America Angeline Close, University of Texas at Austin, USA Vice President for Membership-International Nicholas Paparoidamis, IESEG School of Management, France Vice President for Development Michael Ewing, Deakin University, Australia Secretary/Treasurer Lauren Beitelspacher, Portland State Univers
