Thriving in a New World Economy Proceedings of the 2012 World Market
This volume includes the full proceedings from the 2012 World Marketing Congress and Cultural Perspectives in Marketing held in Atlanta, Georgia with the theme Thriving in a New World Economy. The focus of the conference and the enclosed papers is on glob
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Kirk Plangger Editor
Thriving in a New World Economy Proceedings of the 2012 World Marketing Congress/Cultural Perspectives in Marketing Conference
Thriving in a New World Economy
Developments in Marketing Science: Proceedings of the Academy of Marketing Science
More information about this series at http://www.springer.com/series/13409
Kirk Plangger Editor
Thriving in a New World Economy Proceedings of the 2012 World Marketing Congress/ Cultural Perspectives in Marketing Conference
Ruston, LA, USA August 28 - September 1, 2012
Editor Kirk Plangger Simon Fraser University Burnaby, British Columbia, Canada
Reprint from Original edition Thriving in a New World Economy edited by Kirk Plangger Copyright © Academy of Marketing Science 2012 All rights reserved. ISSN 2363-6165 ISSN 2363-6173 (electronic) Developments in Marketing Science: Proceedings of the Academy of Marketing Science ISBN 978-3-319-24146-3 ISBN 978-3-319-24148-7 (eBook) DOI 10.1007/978-3-319-24148-7 Library of Congress Control Number: 2015952010 Springer Cham Heidelberg New York Dordrecht London © 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.
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Thriving in a New World Economy Conference Co-Chairs: Victoria L. Crittenden, Boston College, USA Joseph Hair, Kennesaw State University, USA Nic Terblanche, University of Stellenbosch, South Africa We are extremely pleased to welcome you to Buckhead (Atlanta) and the AMS Cultural Perspectives Conference, now a component of the World Marketing Congress. The AMS continues to grow as the preeminent international marketing society. Authors from almost 50 different countries submitted close to 200 competitive submissions to this conference. This resulted in 45 sessions over the three days of the conference, plus the plenary session with our Global Marketer Sheryl Adkins-Green. The program offe
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