Marketing Performance (MAN-MMA025)

Summary of all the exam-relevant articles and lecture notes. Articles: Colicev, Anatoli, Ashwin Malshe, Koen Pauwels, and Peter O'Connor (2018). Improving Consumer Mindset Metrics and Shareholder Value through Social Media: The Different Roles of Owned and Earned Media. Hanssens, Dominique M. and Koen H. Pauwels (2016). Demonstrating the Value of Marketing. Haumann, Till, Benjamin Quaiser, Jan Wieseke, and Mario Rese (2014). Footprints in the Sands of Time: A Comparative Analysis of the Effecti...

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).

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...

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...

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 articles for the course Marketing Performance in the master Marketing, Radboud University, 2016-2017. Includes the following articles: Katsikeas et al. (2016), Homburg & Pflesser (2000), Kirca et al. (2005), Maignan & Ferrell (2004), Hillebrand et al. (2015), Rust et al. (2001), Leroi-Werelds et al. (2014), Zeithaml et al. (2001), Bart et al. (2005), Boulding et al. (2005), Palmatier et al. (2006), Feng et al. (2015), Verhoef & Leeflang (2009), Homburg et al. (2012), Reinartz et a...