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.

Customer Behavior.- International Marketing.- Marketing Education.- Marketing Management.- Marketing of Services.- Research Methodology.- Sales Management and Industrial Marketing.- Research in Progress.- Competitive Session Papers Addendum.

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, complimenting the Academy’s flagship journals, the Journal of the Academy of Marketing Science (JAMS) and AMS Review. Volumes are edited by leading scholars and practitioners across a wide range of subject areas in marketing science.This volume includes the full proceedings from the 1986 Academy of Marketing Science (AMS) Annual Conference held in Anaheim, California. 

Includes the full proceedings of the 1986 Academy of Marketing Science (AMS) Annual Conference Includes contributions related to customer behavior, international marketing, marketing management, sales management and industrial marketing Offers research and insights in the field of marketing Includes supplementary material: sn.pub/extras