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Ideas in Marketing: Finding the New and Polishing the Old Rutilius Taurus Aemilianus was uns ins Auge fälltFounded 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