Marketing Management summary of all papers - $15.19   Add to cart

Looking for more study guides & notes to pass 6012S0014Y? Find more study material on our 6012S0014Y overview page 

Summary

Marketing Management summary of all papers

This document contains summaries for all the articles needed for the Marketing Management exam. Each article was read and summarised in the suggested categories: 1. What the paper is about, 2. Main Findings 3. Where the paper should be used in the Marketing Management Process 4. A brief description of the method The articles are: DeSwaan Arons,M., Vanden Driest,F.,&Weed,K. (2014).The Ultimate Marketing Machine. Harvard business review,4,55‐63 Spiller & Belogolova(2016). On Consumer Beliefs about Quality and Taste. Journal of Consumer Research. Gershoff & Frels (2015). What Makes It Green? The Role of Centrality of Green Attributes in Evaluations of the Greenness of Products. Journal of Marketing. 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. Stokburger-Sauer, N., Ratneshwar, S., & Sen, S. (2012). Drivers of consumer–brand identification. International Journal of Research in Marketing, 29(4), 406-418. Berger, J. & Iyengar (2013). Communication Channels and Word of Mouth: How the Medium Shapes the Message. Journal of Consumer Research. 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. van Doorn & Verhoef (2011). Willingness to pay for organic products: Differences between virtue and vice foods. International Journal of Research in Marketing. Fuchs et al. (2015). The Handmade Effect: What's Love Got to Do with It? Journal of Marketing.

Preview 2 out of 11  pages

giorgia99

The benefits of buying summaries with Stuvia:

Guaranteed quality through customer reviews

Guaranteed quality through customer reviews

Stuvia customers have reviewed more than 450,000 summaries. This how you know that you are buying the best documents.

Quick and easy check-out

Quick and easy check-out

You can quickly pay through credit card or Stuvia-credit for the summaries. There is no membership needed.

Focus on what matters

Focus on what matters

Your fellow students write the study notes themselves, which is why the documents are always reliable and up-to-date. This ensures you quickly get to the core!

$ 15.19  2x  sold
  • (0)
  Add to cart