Radboud Universiteit Nijmegen (RU) • Master Marketing
Latest uploads for Master Marketing at Radboud Universiteit Nijmegen (RU). Looking for Master Marketing notes at Radboud Universiteit Nijmegen (RU)? We have lots of notes, study guides and study notes available for Master Marketing at Radboud Universiteit Nijmegen (RU).
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Courses Master Marketing at Radboud Universiteit Nijmegen (RU)
Notes available for the following courses of Master Marketing at Radboud Universiteit Nijmegen (RU)
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Consumer behavior MANMMA024 9
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International Brand Management MAN-MMA035A 12
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Marketing & Innovation MMA026 11
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Marketing Performance MAN-MMA025 14
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Methodology for Marketing and Strategy Research MAN-MMA032A 3
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Methodology in Marketing and Strategy Research MSMR032a 1
Popular books Radboud Universiteit Nijmegen (RU) • Master Marketing
Kevin Lane Keller, Vanitha Swaminathan • ISBN 9781292314969
Latest notes & summaries Radboud Universiteit Nijmegen (RU) • Master Marketing
Summary of all the articles of the marketing performance course 2018/2019. The following articles are included: Katsikeas et al. (2016), Homburg & Pflesser (2000), Kirca et al. (2005), Maignan & Ferrell (2004), Hillebrand et al. (2015), Rust (2004), Leroi-Werelds et al. (2014), Kumar (2018), Bart et al (2005), Palmatier et al (2006), Homburg et al. (2015), Haumann et al (2014), Homburg et al (2012), Verhoef & Leeflang (2009) and Hanssens & Pauwels (2016).
- Summary
- • 57 pages's •
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Radboud Universiteit Nijmegen•Marketing Performance
Preview 4 out of 57 pages
Summary of all the articles of the marketing performance course 2018/2019. The following articles are included: Katsikeas et al. (2016), Homburg & Pflesser (2000), Kirca et al. (2005), Maignan & Ferrell (2004), Hillebrand et al. (2015), Rust (2004), Leroi-Werelds et al. (2014), Kumar (2018), Bart et al (2005), Palmatier et al (2006), Homburg et al. (2015), Haumann et al (2014), Homburg et al (2012), Verhoef & Leeflang (2009) and Hanssens & Pauwels (2016).
Summary chapter 1, 3, 4, 6, 7, 11, 12, 14
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- Summary
- • 69 pages's •
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Radboud universiteit Nijmegen•Methodology in Marketing and Strategy Research
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Multivariate Data Analysis: Pearson International Edition • J. Hair, William C. Black• ISBN 9781292021904
Preview 4 out of 69 pages
Summary chapter 1, 3, 4, 6, 7, 11, 12, 14
Summary of the book strategic brand management for the course international brand management. Writer of the book is Keller. It is from the chapters 1 till 13.
- Summary
- • 72 pages's •
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Radboud Universiteit Nijmegen•International Brand Management
Preview 4 out of 72 pages
Summary of the book strategic brand management for the course international brand management. Writer of the book is Keller. It is from the chapters 1 till 13.
Through lecture 4, an initial understanding of customer value is presented. This summary incorporates class and slides notes along with a summary of the following literature (mandatory readings in the Marketing Performance Class):

- Assessing the value of commonly used methods for measuring customer value: a multi-setting empirical study – Leroi- Werelds et al (2014)
- Driving Customer Equity: Linking Customer Lifetime Value to Strategic Marketing Decisions- Rust et al (2001).

Literature rev...
- Summary
- • 9 pages's •
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Radboud Universiteit Nijmegen•Marketing Performance
Preview 2 out of 9 pages
Through lecture 4, an initial understanding of customer value is presented. This summary incorporates class and slides notes along with a summary of the following literature (mandatory readings in the Marketing Performance Class):

- Assessing the value of commonly used methods for measuring customer value: a multi-setting empirical study – Leroi- Werelds et al (2014)
- Driving Customer Equity: Linking Customer Lifetime Value to Strategic Marketing Decisions- Rust et al (2001).

Literature rev...
Lecture 5 introduces the notion of customer value and elabortes on the different ways to manage it. This summary includes class and slides notes along with a summary of the important key intakes from the literature that is relevent to the lecture:

- The Customer Pyramid: creating and serving profitable customers - Zeithaml et al. (2001)
Managing the customer pyramid
- Are the drivers and role of online trust the same for all web sites and consumers? A large-scale exploratory empirical study - B...
- Summary
- • 12 pages's •
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Radboud Universiteit Nijmegen•Marketing Performance
Preview 2 out of 12 pages
Lecture 5 introduces the notion of customer value and elabortes on the different ways to manage it. This summary includes class and slides notes along with a summary of the important key intakes from the literature that is relevent to the lecture:

- The Customer Pyramid: creating and serving profitable customers - Zeithaml et al. (2001)
Managing the customer pyramid
- Are the drivers and role of online trust the same for all web sites and consumers? A large-scale exploratory empirical study - B...
This summary elaborates on Managing Customer Value (Lecture 6) which represents a follow-up on this concept which was brought up in Lecture 5. The summary includes class and slides notes along with a useful summary of the literature analyzed in this lecture. 
- Factors Influencing the Effectiveness of Relationship Marketing:
A Meta-Analysis- Palmatier et al (2006)
Basically all the material you need in mastering the lecture.
- Summary
- • 8 pages's •
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Radboud Universiteit Nijmegen•Marketing Performance
Preview 2 out of 8 pages
This summary elaborates on Managing Customer Value (Lecture 6) which represents a follow-up on this concept which was brought up in Lecture 5. The summary includes class and slides notes along with a useful summary of the literature analyzed in this lecture. 
- Factors Influencing the Effectiveness of Relationship Marketing:
A Meta-Analysis- Palmatier et al (2006)
Basically all the material you need in mastering the lecture.
This summary incorporates all the intakes of lecture 7, which is about Online Metrics and Consumer-Company Identification. It includes class and slides notes along with a well-elaborated summary of the literature analyzed in the 7th class session:
- Measuring and Managing Consumer Sentiment in an Online Community Environment – Homburg et al (2015)
- Comparative Analysis of the Effectiveness of Customer Satisfaction and Customer– Company Identification over Time – Haumann et al (2014)
The d...
- Summary
- • 9 pages's •
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Radboud Universiteit Nijmegen•Marketing Performance
Preview 2 out of 9 pages
This summary incorporates all the intakes of lecture 7, which is about Online Metrics and Consumer-Company Identification. It includes class and slides notes along with a well-elaborated summary of the literature analyzed in the 7th class session:
- Measuring and Managing Consumer Sentiment in an Online Community Environment – Homburg et al (2015)
- Comparative Analysis of the Effectiveness of Customer Satisfaction and Customer– Company Identification over Time – Haumann et al (2014)
The d...
This summary tackles lecture 8 of the Marketing Performance class. It is concised in 10 pages which include class notes, slides notes and a summary of the two literature articles analyzed in the lecture (Conceptual model analysis, findings, discussion, managerial implications, limitations, and further research):
- Understanding the Marketing Department’s Influence Within the Firm – Verhoef & Leeflang (2009)
- Marketing Department Power and Firm Performance – Feng et al (2015)
- Summary
- • 11 pages's •
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Radboud Universiteit Nijmegen•Marketing Performance
Preview 2 out of 11 pages
This summary tackles lecture 8 of the Marketing Performance class. It is concised in 10 pages which include class notes, slides notes and a summary of the two literature articles analyzed in the lecture (Conceptual model analysis, findings, discussion, managerial implications, limitations, and further research):
- Understanding the Marketing Department’s Influence Within the Firm – Verhoef & Leeflang (2009)
- Marketing Department Power and Firm Performance – Feng et al (2015)
Summary of the 9 articles of the Consumer Behavior Working Groups.
- Summary
- • 14 pages's •
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Radboud Universiteit Nijmegen•Consumer behavior
Preview 2 out of 14 pages
Summary of the 9 articles of the Consumer Behavior Working Groups.
Chapters 1tm9 and 14 and 15, summarized.
- Book
- Summary
- • 31 pages's •
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Radboud Universiteit Nijmegen•Consumer behavior
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Consumer Behavior • Leon G. Schiffman, Joseph L. Wisenblit• ISBN 9780134734828
Preview 4 out of 31 pages
Chapters 1tm9 and 14 and 15, summarized.