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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...

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...