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Master Marketing

Vier verplichte vakken samenvattingen 2019-2020 (blok 1&2). Zonder het Methodology vak. Zonder keuzevakken van blok 3.

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Marketing & Innovation Summary articles and lecture notes

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Summary of all articles and all lecture notes. List of articles included: Tripsas (1997) Unraveling the process of creative destruction: complementary assets and incumbent survival in the typesetter industry. Hillebrand, Kemp, and Nijssen (2011) Customer orientation and future market focus in NSD....

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International Brand Management: Summary Articles Lectures Chapter 1,7, and 15

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Summary of all exam relevant articles and chapters 1, 7, and 15. Notes from lectures and guestlectures also included. [For the chapters that are not included in this summary, it is indicated which chapter it was in the previous edition of the book] Book: Keller, Kevin Lane & Vanitha Swaminathan: St...

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Marketing Performance Summary (Articles and Lectures)

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Summary of all the exam-relevant articles and lecture notes. Articles: Colicev, Anatoli, Ashwin Malshe, Koen Pauwels, and Peter O'Connor (2018). Improving Consumer Mindset Metrics and Shareholder Value through Social Media: The Different Roles of Owned and Earned Media. Hanssens, Dominique M. and K...

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Consumer Behavior Summary (Book, Articles, and Lectures)

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Summary for Consumer Behavior course at Radboud University, includes exam-relevant chapters from the book, the articles, and lecture notes. Book: Hoyer, W.D., D.J. MacInnis and R. Pieters (2018), Consumer Behavior, 7e Edition, Boston, USA, Cengagelearning. [ISBN-number: 978-1-305-50727-2 Chapters 1,...

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