This volume includes the full proceedings from the 1999 World Marketing Congress held in Qawra, Malta with the theme Global Perspectives in Marketing for the 21st Century. The focus of the conference and the enclosed papers is on marketing thought and practices from a global perspective. This volume resents 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 Academy's 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.

Inhalt
International Channel Structure and Strategy.- Marketing Research I.- Services Marketing I.- Current Issues in European Marketing I.- Current Issues in Asia, Australia and New Zealand Marketing I.- Communication and Promotion Strategy I.- Consumer Behavior I.- International/Multicultural Marketing I.- Strategic Issues in Marketing Channels Strategy.- Marketing Research II.- Communication and Promotion Strategy II.- Service Marketing II.- Cross-Cultural Marketing I.- Relationship Marketing I.- International/Multicultural Marketing II.- Marketing Strategy I.- Services Marketing III.- Consumer Behavior II + Business-to-Business Marketing I.- Marketing Strategy II.- Direct and Interactive Marketing.- Cross-Cultural Marketing II.- Consumer Behavior III, Commerce and Culture + Relationship Marketing II.- Management and Consumer Issues in Retail Environment.- Product Strategy, Innovation and Technology I.- Consumer Behavior IV, Countries, Cultures, and Markets.- Current Issues in Asia, Australia and New Zealand Marketing III.- International/Multicultural Marketing III.- Current Issues in Asia, Australia and New Zealand Marketing IV.- Current Issues in European Marketing II.- Consumer Behavior V.- International/Multicultural Marketing IV.- Relationship Marketing III.- Product Strategy, Innovation and Technology II.- Watching Sports, Dressing Well, and Keeping Customers Loyal.- Marketing Strategy III.- Cross-Cultural Marketing III.- New Innovations in Marketing Education.- Sales Management.- International/Multicultural Marketing V.- Current Issues in Asia, Australia and New Zealand Marketing V.- Relationship Marketing IV.