Volumes are edited by leading scholars and practitioners across a wide range of subject areas in marketing science.
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.. Proceedings of the 1998 Academy of Marketing Science (AMS) Annual Conference The research and presentations offered in this volume cover many aspects of marketing science including marketing strategy, consumer behaviour, entrepreneurial marketing, international marketing, advertising, marketing education, among others. Volumes deliver cutting-edge research and insights, complimenting the Academyâs flagship journals, the Journal of the Academy of Marketing Science (JAMS) and AMS Review.