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1、2005AMAWinterEducators’ConferenceMarketingTheoryandApplicationsEditorsKathleenSeiders,BostonCollegeGlennB.Voss,NorthCarolinaStateUniversityTrackChairsJeffInman,UniversityofPittsburghCherylNakata,UniversityofIllinoisatChicagoK.Sivakumar,LehighUniversityPaulB
2、loom,UniversityofNorthCarolina,ChapelHillSteveHoeffler,UniversityofNorthCarolina,ChapelHillRonaldC.Goodstein,GeorgetownUniversityBrianWansink,UniversityofIllinoisDavidHenard,NorthCarolinaStateUniversityMitziMontoya-Weiss,NorthCarolinaStateUniversitySandyJap
3、,EmoryUniversityRickAndrews,LouisianaStateUniversityDannyWeathers,LouisianaStateUniversityPeterGolder,NewYorkUniversityMikeAhearne,UniversityofConnecticutEliJones,UniversityofHoustonJagdipSingh,CaseWesternReserveUniversityDeepakSirdeshmukh,NorthCarolinaStat
4、eUniversityLindaFerrell,UniversityofWyomingO.C.Ferrell,ColoradoStateUniversityRebeccaSlotegraaf,IndianaUniversityRosannSpiro,IndianaUniversityVolume16311S.WackerDrive·Chicago,Illinois60606·(312)542-9000©Copyright2005,AmericanMarketingAssociationPrintedinthe
5、UnitedStatesofAmericaPublicationsDirector:FrancescaVanGorpCooleyProjectCoordinator:CharlesChandlerCoverDesign:JeanneNemcekTypesetter:MarieSteinhoffISSN:1054-0806ISBN:0-87757-314-XAllrightsreserved.Nopartofthematerialprotectedbythiscopyrightnoticemaybereprod
6、ucedorutilizedinanyformorbyanymeans,includingphotocopyingandrecording,orbyanyinformationstorageorretrievalsystemwithoutthewrittenpermissionoftheAmericanMarketingAssociation.PrefaceandAcknowledgementsThethemeforthe2005WinterMarketingEducators’Conferenceis“Un
7、derstandingDiverseandEmergingMarkets,Technologies,andStrategies.”Themulticulturalmarketplaceisthenewmainstreamandsophisticatedmarketingtechnologiesprovideabetterunderstandingofbuyerbehaviorandtheabilitytoreachdiversesegmentsmoreefficiently.Thisyear’sconfere
8、nceincludesavarietyofinnovativespecialsessionspresentingkeythoughtleadersandpapersessionsaddressingresearchthemesthatarecriticaltomarketingscholarsandeducators.Manydedicatedindividualscontributedtothis
