Going Back to the Roots of Marketing: Proceedings of the 2025 Ams Annual Conference, Montreal, Quebec, Canada, May 21-23
暫譯: 回歸行銷根本：2025年Ams年會論文集，蒙特利爾，魁北克，加拿大，5月21-23日

Parajuli, Jasmine, Dey, Amrita

Going Back to the Roots of Marketing: Proceedings of the 2025 Ams Annual Conference, Montreal, Quebec, Canada, May 21-23
  • 出版商: Springer
  • 出版日期: 2026-07-04
  • 售價: $9,270
  • 貴賓價: 9.5 折 $8,806
  • 語言: 英文
  • 頁數: 298
  • 裝訂: Hardcover - also called cloth, retail trade, or trade
  • ISBN: 3032201314
  • ISBN-13: 9783032201317
  • 相關分類: 行銷/網路行銷 Marketing

    • 海外代購書籍(需單獨結帳)

相關主題

商品描述

As marketing scholars, it is important to advocate for a return to the foundational principles of marketing with an approach that emphasizes the relevance and relationship of marketing research with industry while maintaining academic rigor. By doing so, we ensure our research remains impactful and addresses the practical needs of marketers, as well as contributing to the advancement of marketing knowledge. This conference proceedings focuses on re-visiting the foundational principles, history, and core purpose of marketing as a discipline and making marketing more meaningful. Featuring full papers presented at the 2025 Academy of Marketing Science Annual Conference, held in Montreal, QC, Canada, this book offers research, theories, methodologies, and case studies that align the foundations of marketing research with pressing societal needs and global challenges to demonstrate marketing research's continued relevance and its societal and social impact. Featuring topics such as human-AI interaction, consumer experience, sensory marketing communications, sustainability, diversity, equity, and inclusion (DEI), influencer marketing, AI in advertising, social and multi media, emerging technologies, among others, this book is a useful reference for marketing researchers, scholars, students, and policymakers.

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, complementing the Academy's flagship journals, the Journal of the Academy of Marketing Science (JAMS) and AMS Review.

商品描述(中文翻譯)

作為行銷學者，倡導回歸行銷的基本原則是重要的，這種方法強調行銷研究與產業的相關性和關係，同時保持學術的嚴謹性。這樣做可以確保我們的研究具有影響力，滿足行銷人員的實際需求，並促進行銷知識的進步。本會議論文集專注於重新檢視行銷作為一門學科的基本原則、歷史和核心目的，使行銷變得更有意義。本書收錄了在2025年於加拿大蒙特利爾舉行的行銷科學學會年會上發表的完整論文，提供了研究、理論、方法論和案例研究，將行銷研究的基礎與迫切的社會需求和全球挑戰相結合，以展示行銷研究的持續相關性及其社會和社會影響。本書涵蓋的主題包括人類與人工智慧的互動、消費者體驗、感官行銷傳播、可持續性、多樣性、公平性和包容性（DEI）、影響者行銷、廣告中的人工智慧、社交媒體和多媒體、新興技術等，是行銷研究者、學者、學生和政策制定者的有用參考。

行銷科學學會成立於1971年，是一個國際組織，致力於促進與行銷科學相關現象的及時探索，包括理論、研究和實踐。該學會為會員和社會大眾提供的服務中，包括吸引來自世界各地代表的會議、大會和研討會。這些活動的報告將在本論文集系列中發表，該系列提供了反映該領域演變的綜合檔案。各卷提供前沿的研究和見解，補充學會的旗艦期刊《行銷科學學會期刊》（Journal of the Academy of Marketing Science, JAMS）和《AMS評論》（AMS Review）。

作者簡介

Jasmine Parajuli Jasmine Parajuli is an Instructional Assistant Professor of Marketing in the School of Business Administration at the University of Mississippi. Her primary research interests include marketing leadership, crisis management, artificial intelligence in marketing strategies, and bibliometric analysis. She has published and presented her work in peer-reviewed journals and conferences such as the Journal of Marketing Theory and Practice, the Academy of Marketing Science, the Association of Collegiate Marketing Educators, the Southeast Marketing Symposium, and the International Society of Marketing. Dr. Parajuli currently serves as Proceedings Co-Editor and Director of Social Media for the Academy of Marketing Science. Before joining Ole Miss, she taught for two years as an Assistant Professor of Marketing at Southern Arkansas University. She has taught a range of courses, including Principles of Marketing, Retailing, Project Management, Social and Digital Media Metrics, Marketing Research, Consumer Behavior, Global Marketing, and Integrated Marketing Communications.

Amrita Dey Amrita Dey is Assistant Professor of Marketing in the Daniels College of Business at the University of Denver (USA). Her research specializes in visual elements in marketing encompassing areas such as crowdfunding, innovation, prosocial products, and donations. Before joining academia, she led marketing for both B2C and B2B brands within the Tata and Mahindra Group of companies in India. Her work won numerous prestigious awards for marketing and innovation, including the "Wall Street Journal Asia Innovation Award". Amrita holds several patents and design registrations.

作者簡介(中文翻譯)

賈斯敏·帕拉朱利 賈斯敏·帕拉朱利是密西西比大學商業管理學院的教學助理教授。她的主要研究興趣包括行銷領導、危機管理、行銷策略中的人工智慧以及文獻計量分析。她在同行評審的期刊和會議上發表和展示了她的研究成果，包括《行銷理論與實踐期刊》（Journal of Marketing Theory and Practice）、行銷科學學會（Academy of Marketing Science）、大學行銷教育者協會（Association of Collegiate Marketing Educators）、東南行銷研討會（Southeast Marketing Symposium）以及國際行銷學會（International Society of Marketing）。帕拉朱利博士目前擔任行銷科學學會的會議共同編輯和社交媒體主任。在加入密西西比大學之前，她曾在南阿肯色大學擔任行銷助理教授兩年。她教授的課程範圍包括行銷原則、零售、專案管理、社交與數位媒體指標、行銷研究、消費者行為、全球行銷以及整合行銷傳播。

阿姆里塔·德伊 阿姆里塔·德伊是丹佛大學（美國）丹尼爾商學院的行銷助理教授。她的研究專注於行銷中的視覺元素，涵蓋眾籌、創新、社會產品和捐贈等領域。在進入學術界之前，她曾在印度的塔塔集團和馬欣德拉集團負責B2C和B2B品牌的行銷。她的工作獲得了多項行銷和創新方面的著名獎項，包括《華爾街日報亞洲創新獎》（Wall Street Journal Asia Innovation Award）。阿姆里塔擁有多項專利和設計註冊。

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