This volume includes the full proceedings from the 2012 World Marketing Congress and Cultural Perspectives in Marketing held in Atlanta, Georgia with the theme Thriving in a New World Economy. The focus of the conference and the enclosed papers is on global marketing thought, issues and practices. 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 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.

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Session 1.1: Exploring and Exploiting Relationships in Business Markets.- Session 1.2: Understanding the Sales Force .- Session 1.3: Entrepreneurship & Family Business in the Global Marketplace .- Session 1.4: Embedding Ethics in Corporate Practice.- Session 1.5: Customer Evaluation and Cultural Embeddedness.- Session 2.1: When Firms Get Talkative: A Look at Corporations and Social Media.- Session 2.2: Meet the Editors.- Session 2.3: Research Issues in Various Markets.- Session 2.4: Sustainable Consumption.- Session 2.5: Aspects of Destination Management.- Session 3.1: Advertising in a Connected World.- Session 3.2: Marketing in Emerging Markets.- Session 3.3: Brand and Communication Strategies.- Session 3.4. Profitable Selling.- Session 3.5. Thinking Strategically.- Session 4.1: Service Delivery in Emerging Economies.- Session 4.2. Entertainment & Leisure Consumption.- Session 4.3: Marketing Marketing Education.- Session 4.4: Conspicuous Consumption or Value Choices?.- Session 4.5: Consumers and Health Care.- Session 5.1: How Customers are Served in BRICS.- Session 5.2: Entertainment & Leisure Marketing.- Session 5.3: Selling and Consuming.- Session 5.4: Understanding Tourism/Tourist Behavior.- Session 5.5: Product, Pricing, and Channel Strategies.- Session 7.1: Electronic and Interactive Marketing.- Session 7.2: Engaging Students The Importance of Subject Matter.- Session 7.3: Promotional Strategies.- Session 7.4: Socially Responsible Marketing.- Session 7.5: Buying Behavior.- Session 8.1: Dimensions of Corporate Social Responsibility.- Session 8.2: Exploring the 'Why' and 'How' of Consumer Interactions in a Web 2.0 World.- Session 8.4: Cultural Issues in Branding and Communication.- Session 8.5: Retailing Relationships.- Session 9.1:. Understanding How Consumers use the Social Web 314.- Session 9.4: Marketing in the Health Care Industry.- Session 9.5: Decision Making.- Session 10.1: Organizational Behavior - Internal and External Factors.- Session 10.2: Maximizing your Teaching Tools.- Session 10.3: Marketing Challenges in BRICS.- Session 10.4: Service Innovation and Customer Management.- Session 10.5: Wine Marketing.