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.