​​This volume includes the full proceedings from the 2004 Academy of Marketing Science (AMS) Annual Conference held in Vancouver, Canada, entitled Assessing

This book is developed by focusing on the four issues: (1) product strategy of private brand; (2) pricing strategy of private brand; (3) channel strategy with p

As the "backbone of the economy," small- and medium-sized enterprises (SMEs) are key players in the dynamics of local, regional, and global markets, and are oft

In the world of contemporary marketing, a challenge exists — the relationship between data engineering, artificial intelligence, and the essential elements of

This book investigates the effects of utilitarian and hedonic shopping behavior, drawing on original empirical research. Consumers have been shown to shop in on