EAN: 9783319500065

THE CUSTOMER IS NOT ALWAYS RIGHT? MARKETING ORI...

This volume includes the full proceedings from the 2011 World Marketing Congress held in Reims
France with the theme The Customer is NOT Always Right? Marketing Orientations in a Dynamic
Business World. The focus of the conference and the enclosed papers is on marketing thought and
practices throughout the world. This volume resents papers on various topics including
marketing management  marketing strategy  and consumer behavior. 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  the 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.

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