This volume includes the full proceedings from the 2010 Cultural Perspectives in Marketing Conference held in Lille, France with the theme Cultural Perspectives in a Global Marketplace. This volume presents 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 Academyas 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.In order to accommodate model surrounding teaching material, a Java and XML web publishing framework4 is used. The framework is able to publish data in different formats (like PDF, WAP, HTML, VRML etc.) ... our framework, a strategic marketing game, subjects can take brand positioning decisions, manage a marketing budget and compete with other real or virtual managers during several simulationanbsp;...
|Title||:||Cultural Perspectives in a Global Marketplace|
|Publisher||:||Springer - 2015-05-29|