This volume presents the full proceedings of the 2016 Academy of Marketing Science (AMS) World Marketing Congress held in Paris, France. It contains current res
This book contains the full proceedings of the 2015 Academy of Marketing Science World Marketing Congress held in Bari, Italy. The current worldwide business en
Cultural and regional differences in creating and managing advertising require unique responses to a dynamic, rapidly globalising business environment. To be gl
International Marketing: Consuming Globally, Thinking Locally has been written for students taking a modular or one semester course in international marketing.
The global expansion of business has generated a tremendous interest among scholars, but there remains a strong need for theoretical insights into conducting ma
