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 and current views of
the marketplace and how it functions. Further determining new marketing theories and practical
methods whose effectiveness can be truly measured must be added to the list of current
challenges for today and tomorrow. In such a period in marketing history achieving and
managing efficient and effective marketing actions is a necessity. Determining such actions is
based on practical experience solid theory and appropriate research methodology. The enclosed
papers focus on new research ideas on vibrant topics that can help academics and practitioners
gain new perspectives and insights into today's turbulent marketplace.Founded in 1971 the
Academy of Marketing Science is an international organization dedicated to promoting timely
explorations of phenomena related to the science of marketing in theory research and
practice. Among its services to members and the community at large the Academy offers
conferences congresses and symposia that attract delegates from around the world.
Presentations from these events are published in this Proceedings series which offers a
comprehensive archive of volumes reflecting the evolution of the field. Volumes deliver
cutting-edge research and insights complimenting the Academy's flagship journals Journal of
the Academy of Marketing Science (JAMS) and AMS Review. Volumes are edited by leading scholars
and practitioners across a wide range of subject areas in marketing science.
