This volume includes the full proceedings from the 1998 Academy of Marketing Science (AMS) Annual Conference held in … Norfolk, Virginia. The research and presentations offered in this volume cover many aspects of marketing science including … marketing strategy, consumer behaviour, entrepreneurial marketing, international marketing, advertising, marketing education …

Channel Management -- Consumer and Organizational Buyer Behavior -- International Marketing -- Marketing Education … -- Marketing and the Law -- Product and Pricing Management -- Promotion Management -- Research Agenda for Marketing in the 21st … Century -- Research Methodology -- Retailing and Reselling -- Services Marketing -- Strategic Planning -- Jane K. Fenyo …