AMTP Proceedings 2018
About the Association & the Collection
ISSN: 2694-1821
The Association of Marketing Theory and Practice is an international academic marketing conference that focuses on bringing together both academic theory and real world marketing practices. We encourage the participation of both business professors and business managers in our annual conference and our affiliated journal. Our conference aims for an encouraging, collegial environment in which faculty and students as well as practitioners can share ideas, build research streams, and develop partnerships for future projects.
The AMTP Proceedings 2018 collection preserves records of conference abstracts and papers as available to the Proceedings editors.
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from 2018
Metrics-Driven Climate and Metrics-Based Activities as an Organizational Processes to Complement MPM system in the Firm, Yuko Yamashita, Wataru Uehara, Gen Fukutomi, and Hiroyuki Fukuchi
What Happens after You are Shocked? An Investigation of Emotional Response, Brand Attitude, Attitude toward AD and Purchase Intention of Shock Advertising in Chinese Consumers, Shuo Yan and Sindy Chapa
Timing of Market Entry for New Products: An Exploratory Case Study of the Success Factors for Pioneering and Following, Eunsang Yoon and HyeonJin Rim
