Join us as we bridge the gap between academic research and real-world marketing excellence.
AMS Sparks is a free, innovative series that transforms marketing research into actionable marketing insight. Every month, we select an article from an Academy of Marketing Science® (AMS) journal and distill its essential findings and implications. Our goal is to equip marketing professionals with cutting-edge know-how to enlighten their marketing strategy and tactics and enhance their understanding of today’s constantly evolving marketing and customer dynamics.
Articles featured on AMS Sparks are selected by a team of curators appointed by the AMS Executive Council. All content is created with input from the original journal authors and reviewed by a board of practitioners.