Springer 1995 Academy of Marketing Science Annual Conference Proceedings

This comprehensive volume presents the complete proceedings from the 1995 Academy of Marketing Science (AMS) Annual Conference held in Orlando, Florida, offering scholarly research and presentations across the full spectrum of marketing science disciplines. The collection encompasses marketing strategy, consumer behaviour, advertising, branding, international marketing, and marketing education, providing academic insights into both theoretical frameworks and practical applications. Published by Springer, this proceedings volume reflects the Academy of Marketing Science's commitment to advancing the science of marketing since its founding in 1971. The AMS, an international organisation dedicated to exploring marketing phenomena through rigorous research and practice-based inquiry, curates contributions from leading scholars and practitioners. This volume serves as an essential reference for academics, researchers, and marketing professionals seeking to understand the state of marketing science knowledge and emerging trends from this pivotal conference year.