The Proceedings of the 1993 Academy of Marketing Science Annual Conference provide a comprehensive collection of research papers and presentations presented during the annual conference of the Academy of Marketing Science in Miami Beach, Florida. This publication covers a wide range of topics in the field of marketing science, including marketing strategies, consumer behavior, business-to-business marketing, international marketing, retailing, and marketing education. The Academy of Marketing Science, founded in 1971, is an international organization dedicated to the promotion of research and theory in marketing. The Proceedings series serves as a valuable archive that documents the development of the field and offers current research findings and insights that complement the Academy's prestigious journals.