Marketing Performance

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...