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, among others.

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 Academys flagship journals,the Journal of the Academy of Marketing Science (JAMS) andAMS Review. Volumes are edited by leading scholars and practitioners across a wide range of subject areas in marketing science.

Role of Affect in Consumers Responses to Marketing Variables.- Trust: Relative or Relational Process?.- Theoretical and Methodological Issues in Services Marketing.- Issues in Marketing Education.- Macromarketing Issues.- Networking for Successful Entrepreneurial Marketing.- Retail Management Issues.- Marketing Channel Systems and Strategies.- Consumer Relationships: Motivation and Maintenance Strategies.- Theoretical and Practical Insights for Differentiating and Marketing Services.- Research on Cognitions.- Issues in Advertising Research.- Compass Points on the Relationship Strategy Map.- Strategic and Tactical Partnering in a Global Marketplace.- Market Orientation: Antecedents and Outcomes.- International Marketing Management Issues.- Database Marketing: Data Acquisition, Quality and Management.- Strategic Issues in Advertising and Promotion.- Marketing Products and Service Abroad.- Decision Making Process of the Marketing Entrepreneur.- Organizational Issues and Market Structure in Marketing Strategy.- Organizational Buying and Business-to-Business Marketing.- Marketing Strategy and Consumer Behaviors on the Web.- Exploring the Role of Communication in Service Marketing.- An Exploration of Values in Various Cultural Contexts.- New Contributions in Research Methodology.- Researching International Consumers/Customers.- Contemporary Issues in Advertising and Promotion.- Relationship Fluidity in Supply Chain Management.- Issues in Sales Training and Performance.- Perspectives on Marketing Orientation.- Research on Shopping Behavior.- International, Social and Macro Marketing Issues.- Research Methods.- Relationship Marketing, Strategic Alliances and Buyer-Seller Relationship Issues.- Marketing Management, Services Marketing and Retailing Issues.