This volume includes the full proceedings from the 1995 World Marketing Congress held in Istanbul, Turkey. The focus of the conference and the enclosed papers is on marketing thought and practices throughout the world. 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
The Olympics and the Marketing of Sports.- International Trade, Joint Ventures and Related Strategies.- Macro/Environmental/Ethics/Quality-of-Life Marketing: Ethics, Health Public Policy, and International Market Segmentation.- Theoretical Concepts and Practical Applications.- Macro/Environmental/Ethics/Quality-of-Life Marketing: Marketing and Environment.- Selling and Sales Management Issues: Strategic Issues in Sales Management.- Cross Cultural Issues in Consumer Behavior: Special Topics.- Developments in Marketing Research: New Directions in Marketing Research.- Pricing and Countertrade (Pricing & Barter).- Services Marketing Track: Management Issues in Services Marketing.- Contemporary Issues in Asian/Pacific Markets.- Channels of Distribution, Strategic Alliances and Direct Marketing.- Cross Cultural Issues in Consumer Behavior: Regional Comparisons in Consumer Behavior.- Development in Marketing Research: Analytical Techniques: New Applications.- Relationship Marketing: Sex, Service Quality and Customer Satisfaction.- Challenges of Marketing and Economic Development: Contemporary Issues.- Channels of Distribution, Strategic Alliances, and Direct Marketing: Building Strategic Alliances.- Cross Cultural Issues in Consumer Behavior: Regional Comparisons in Consumer Behavior.- Issues in International Retailing: Contemporary Issues in Retailing.- The Olympics and the Marketing of Sports: Sponsorship.- Relationship Marketing: A New Philosophy for Marketing or a New Function.