Marketing at the Confluence Between Entertainment and Analytics: Proceedings of the 2016 Academy of Marketing Science (AMS) World Marketing Congress

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, complementing 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.