Summary Marketing Management Articles (pre-master)
Summary Marketing Management Articles and Lectures. Pre-master programme Business Administration UvA. Useful for both the Exam and the Business Case.
The Ultimate Marketing Machine; To Be or Not to Be Price Conscious; Using product and retail choice attributes for cross-national segmentation; Are multichannel customers really more valuable; The impact of different touchpoint on brand consideration; Firm-Created Word-of-Mouth Communication; Drivers of consumer-brand identification; The unhealthy=tasty intuition and its effects on taste inferences, enjoyment, and choice of food products; A Global Investigation into the Constellation of Consumer Attitudes Toward Global and Local Products; What makes things cool?