This volume includes the full proceedings from the 1997 World Marketing Congress held in Kuala Lumpur, Malaysia. The focus of the conference and the enclosed papers is on marketing thought and practices from a global perspective. 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.

Includes the full proceedings of the 1997 World Marketing Congress Offers quality research and insights in the field of marketing from around the world Includes contributions related to marketing strategy, marketing management and consumer behavior

Inhalt
Channels of Distribution.- Consumer Behavior and Consumer Marketing.- Multicultural Marketing.- Communication and Promotion Strategy.- Cross-Cultural Marketing.- Current Issues in European Marketing.- Marketing Research.- Green Marketing/Environmental.- Product Strategy, Innovation and Technology.- Marketing Education.- International Marketing.- Panel Session: Family Decision Making: Cultural Differences in Asian Pacific Families.- Marketing in Asia Pacific.- Services Marketing.- Marketing Model.- Marketing Strategy.- Retailing.- Sales Management, Business to Business and Relationship Marketing.- Panel Session: Marketing of Antiques and Collectibles.- Ethics and Social Responsibility.- Quality of Life Marketing.- Pricing Strategy.- Entrepreneurship.