Mgaroelofs

Extensive summary of the mandatory papers for Marketing Channel Management. Included are the following papers: 1. Retailer power in the grocery industry 2. Do you really want to be an ebay? 3. How to win in an omnichannel world 4. The power of trust in manufacturer-retailer relationships 5. The dark side of close relationships 6. Manufacturer and retailer strategies to impact store brand share: global integration, local adaption, and worldwide learning 7. Sales promotion 8. Changing th...

An extensive summary of the lecturer/webclips and tutorials of Marketing Channel Management.

Extensive summary of the mandatory papers for Brand Management 2021. Included are the following papers: 1. Conceptualizing, measuring, and managing customer-based brand equity 2. Consumer research insights on brands and branding: a jcr curation 3. Working consumers: co-creation of brand identity, consumer identity and brand community identity 4. The importance of brand heritage as a key performance driver in marketing management 5. The interplay of innovation, brand, and marketing mix var...

Extensive summary of the Brand Management lectures given by prof. dr. Henk Roest, including the exam preparation lecture.