Marketing at the confluence between entertainment and analytics : proceedings of the 2016 Academy of Marketing Science (AMS) World Marketing Congress

• Corporate Authors: World Marketing Congress France), Academy of Marketing Science.
• Other Authors: Rossi, Patricia, (Editor)
• Format: eBook
• Language: English
• Published: Cham, Switzerland : Springer, [2017]
• Series: Developments in marketing science : proceedings of the Academy of Marketing Science.
• Subjects: Marketing > Congresses.; Marketing > Management > Congresses.; elektronické knihy; electronic books
• ISBN: 9783319473314; 9783319473307
• Physical Description: 1 online resource

This volume presents the full proceedings of the 2016 Academy of Marketing Science (AMS) World Marketing Congress held in Paris, France. It contains current research in marketing from academics, scholars, and practitioners from around the world. Focusing on advancing marketing theory and practice, t...