This proceedings volume examines transformation in marketing to better understand current and
future standing of the marketing field. From whether there is a need for transformation in our
field what methodological transformations are necessary historical looks at how the field has
transformed and continues to transform how learning institutes are transforming and how
marketing theory practice consumption practices and people are transforming as the world
continues to change. It is by understanding these changes and transformations that marketers
have a better knowledge of the discipline. Featuring the full proceedings from the 2017 Academy
of Marketing Science (AMS) World Marketing Congress (WMC) held in Christchurch New Zealand
this book contains research from scholars and practitioners from around the globe analyzing the
need and drivers of transformation in marketing. 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
complementing 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.
