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Academy of Marketing Science AMS; IESEG School of Management, Paris

July 19-23, 2016
19th Academy of Marketing Science World Marketing Congress 2016 "Marketing at the Confluence between Entertainment and Analytics"
Paris, IESEG School of Management Paris, France
The rise of experiential and analytical capabilities affects consumer and marketer behavior, raising the question of how these new capabilities impact the creation of utilitarian and hedonic value, an issue of equal concern to the business-to-consumer, the business-to-business and the social marketing arenas. The co-chairs of the 19th AMS World Marketing Congress invite scholars across all disciplines within marketing to question the validity of accepted managerial practices, theories, and methods in this new context. In particular, they would like to challenge their scholarly colleagues to ponder whether the role of utilitarian value is decreasing in importance for marketers and customers. Further, we invite colleagues to submit their theoretical work, research results and suggestions for special sessions across the range of themes which our discipline is concerned with, as reflected in the many topics spanning the WMC tracks. [gem?_?? den Informationen des Anbieters - according to site editor's information]
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