Marketing Transformation: Marketing Practice in an Ever Changing World: Proceedings of the 2017 Academy of Marketing Science (AMS) World Marketing Congress (WMC)

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 ...