Stokburger-sauer Study guides, Class notes & Summaries

Table of contents: Marketing management as a business process Key article take-aways On consumer beliefs about quality and taste – Spiller and Belogova (2016) What makes it green? The role of centrality of green attributes in evaluations of the greenness of products – Gershoff and Frels (2015) Are multi-channel customers really more valuable? The moderating role of product category characteristics – Kushwaha and Shankar (2013) The impact of different touchpoints on brand c...

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 ab...

Detailed summary of all articles for the course Marketing Management (Pre-master Business Administration). The summary also includes all the important images. Articles in summary: - De Swaan Arons, M., van den Driest, F., & Weed, K. (2014). The Ultimate Marketing Machine. - 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. - Lockshin, L., & Cohen, E. (2011). Using product and retail ch...

Complete and elaborate overview of the mandatory articles of the 3rd year course 'Marketing management'. Including references, graphs etcetera). This summary consists of the following articles: ▪ De Swaan Arons, M., van den Driest, F., & Weed, K. (2014). The Ultimate Marketing Machine. Harvard Business Review, ▪ 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 & Market...

This is a short, but complete English summary of the article.

This summary includes all information you need to know about the articles for the exam. The articles are: - De Swaan Arons, M., van den Driest, F., Weed, K. (2014). The Ultimate Marketing Machine. Harvard Business Review, 4, 55‐63. - 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. - Lockshin, L., & Cohen, E. (2011). Using product and retail ch...

This is a short, but complete English summary of the article.

Summary of articles. This summary contains the most important articles discussed in the lectures of 2019. Includes: 1. Fisher (2010): How Important Are Brands? A Cross- Category, Cross-Country Study 2. Keller (1993): Conceptualizing, Measuring, and Managing Customer-Based Brand Equity 3. Rossiter (2011): Brand positioning: the three-level positioning procedure. 4. Berger (2008): Dogs on the street, Pumas on your feet: how cues in the environment influence product evaluation and choice 5. Spigg...