Summary of all 10 articles for Marketing Management - $4.40   Add to cart

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Summary

Summary of all 10 articles for Marketing Management

This summary includes all information you need to know about the articles for the exam. The articles are: - De Swaan Arons, M., van den Driest, F., Weed, K. (2014). The Ultimate Marketing Machine. Harvard Business Review, 4, 55‐63. - Müller, H., Vogt, B., & Kroll, E. B. (2012). To Be or Not to Be Price Conscious—a Segment‐Based Analysis of Compromise Effects in Market‐Like Framings. Psychology & Marketing, 29(2), 107-116. - Lockshin, L., & Cohen, E. (2011). Using product and retail choice attributes for cross-national segmentation. European Journal of Marketing, 45(7/8), 1236-1252. - Kushwaha, T., & Shankar, V. (2013). Are multichannel customers really more valuable? The moderating role of product category characteristics. Journal of Marketing, 77(4), 67-85. - Baxendale, S., Macdonald, E. K., & Wilson, H. N. (2015). The impact of different touchpoints on brand consideration. Journal of Retailing, 91(2), 235-253. - Godes, D., & Mayzlin, D. (2009). Firm-Created Word-of-Mouth Communication: Evidence from a Field Test. Marketing Science, 28(4), 721–739. - Stokburger-Sauer, N., Ratneshwar, S., & Sen, S. (2012). Drivers of consumer–brand identification. International Journal of Research in Marketing, 29(4), 406-418. - Raghunathan, R., Naylor, R. W., & Hoyer, W. D. (2006). The unhealthy = tasty intuition and its effects on taste inferences, enjoyment, and choice of food products. Journal of Marketing, 70(4), 170-184. - Steenkamp, J. E. M., & de Jong, M. G. (2010). A Global Investigation into the Constellation of Consumer Attitudes Toward Global and Local Products. Journal of Marketing, 74(6), 18–40. - Warren, C., & Campbell, M. C. (2014). What makes things cool? How autonomy influences perceived coolness. Journal of Consumer Research, 41(2), 543-563. It does NOT include a summary of the professor's slides, since the articles are the main focus for the exam.

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