Join us in bridging the gap between scientific research and real-world marketing practice.
AMS Sparks transforms marketing research into actionable marketing insight. Every month, we select an article from an 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.
The Latest Sparks
Maximizing Customer Engagement: Task-Based vs. Experiential Strategies
In today's competitive market, firms are increasingly looking beyond simple transactions. They're striving to forge meaningful connections with their customers, prompting them to go beyond purchasing and actively participate in shaping the brand experience. This is where the concept of customer engagement (CE) comes into play.
Healthy in the Wrong Way
In both the United States and France, food companies use health claims to market everything from breakfast cereals to snack bars. But are these claims really reflecting what consumers want? According to recent research, the answer is not always.
How Coproduction Motives Shape Customer Relationships
Explore how customers perceive the motives behind a coproduction strategy can significantly impact its success.
Breaking Down Customer Journey Management Capabilities
Explore the latest research by Christian Homburg and Moritz Tischer on how effective management of customer journeys in B2B markets can drive firm performance.
5 Tips for Implementing Voice-based Technology
Discover how voice-based interfaces are transforming customer service by enhancing user engagement and satisfaction through flow-like experiences. Explore the critical roles of semantic fluency and conversational dynamics in optimizing these interactions for better business outcomes.
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