This volume includes the full proceedings from the 2009 World Marketing Congress held in Oslo, Norway with the themeMarketing in Transition: Scarcity, Globalism,& Sustainability. The focus of the conference and the enclosed papers is on marketing thought and practices throughout the world. This volume resents papers on various topics including marketing management, marketing strategy and consumer behavior.

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, theJournal 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.

Session 1.1: Consumers and Technology Interaction.- Session 1.2: Developing Issues in International Marketing.- Session 1.3: The Role of Corporate Responsibility in Retailing.- Session 1.4: Service Quality and the Service Encounter.- Session 1.5: Communicating Deals.- Session 2.2: Consumer Brand Issues.- Session 2.3: Managing Innovation and Creativity in the Course of New Product Development.- Session 2.4: International Marketing Channels and Services.- Session 2.5: New Approaches in Marketing Research.- Session 3.1: Relationships, Trust and Competitive Advantage.- Session 3.2: Health Care Attitudes and Relationships.- Session 3.3: Retailing Strategy.- Session 3.4: Behaviour within Cultural Subgroups.- Session 3.5: Effective Delivery Techniques in Marketing Education.- Session 3.6: International Consumer Development and Brand Management.- Session 4.1: E-Marketing Theory and Practice from Around the World.- Session 4.2: Emerging Issues in Global Marketing.- Session 4.3: New Approaches for Measuring Consumer Experiences and Purchase Behavior.- Session 4.4: Health Care Quality, Performance and Consumer Choice.- Session 4.5: Relationship Marketing.- Session 5.1: The Marketing Strategy and Performance Relationship.- Session 5.2: Green Marketing& Sustainable Practices.- Session 5.3: BtB Relationship and Management Issues.- Session 5.4: Consumer Behavior in Retailing.- Session 5.5: Topics in World Tourism.- Session 5.6: Research in Marketing Ethics: Developments and Trends.- Session 6.1: Methodological Issues Relating to Internet-Based Surveys.- Session 6.2: Capabilities-Based Internationalization and Ownership.- Session 6.3: Ethics and Ethical Consumption.- Session 6.4: New Product Development Strategy.- Session 6.5: Branding and its Effects.- Session 6.6: Evolution and Change in Wholesaling Systems.- Session 7.1: Age, Ageing, and Ages.- Session 7.3: Environmental& Social Issues in Marketing.- Session 7.4: International Culture and Individual Effects.- Session 7.5: Retailing and Loyalty.- Session 7.6: Nonprofit and Social Issues.- Session 8.1: International Entrepreneurship and Market Assessment.- Session 8.2: Studying Advertising Effects around the World.- Session 8.3: Measuring Consumer Perceptions of New Products, Concepts, Brand Value, and Brand Name Confusion.- Session 8.4: Retail Management.- Session 8.5: Services Marketing and Service Employees: Critical Links.- Session 8.6: Design and Choice in the Supply Chain.- Session 9.1: Inclusive CapitalismEmerging Topics on the Base-of-the-Pyramid Model in Global Marketing.- Session 9.2: Sales Management Perspectives: Communications, Leadership, and Control Systems.- Session 9.3: Behavioral Aspects of Services Marketing.-  Session 9.4: Emerging Issues in Entrepreneurship.- Session 9.5: International Retailing.- Session 10.1: Product and Pricing Strategies.-  Session 10.2: Nonprofit Marketing.- Session 10.3: Brands as People?.-  Session 10.4: Interactional Issues in BtB.-  Session 10.5: Codes of Ethics and Values.- Session 11.1: Consumer Norms within Societies.- Session 11.2: New Developments in E-Marketing.- Session 11.4: Environmental Issues in Marketing.- Session 11.5: Entrepreneurship and Strategy.