Review of Marketing Research : volume 10

Online-Ressource (XVI, 290 Seiten)

Review of Marketing Research ; v.10

Review of Marketing Research Ser ; v.10

Description based upon print version of record

FRONT COVER; REVIEW OF MARKETING RESEARCH; COPYRIGHT PAGE; CONTENTS; LIST OF CONTRIBUTORS; EDITORIAL BOARD; INTRODUCTION: ANALYZING ACCUMULATED KNOWLEDGE AND INFLUENCING THE FUTURE; PUBLICATION MISSION; CHAPTERS IN THIS VOLUME; ASSORTMENT VARIETY: TOO MUCH OF A GOOD THING?; INTRODUCTION; REDUCING ACTUAL VARIETY; STRATEGIES FOR DECREASING PERCEPTIONS OF COMPLEXITY WHILE HOLDING ACTUAL VARIETY CONSTANT; HOLDING ACTUAL VARIETY CONSTANT AND INCREASING PERCEIVED VARIETY; CONCLUSION; NOTES; REFERENCES; CONSUMER EXPERIENCE AND EXPERIENTIAL MARKETING: A CRITICAL REVIEW; EXPERIENCE; CONCLUSION

REFERENCESCUSTOMER REACTIONS TO CONFLICT MANAGEMENT: A REVIEW AND EMPIRICAL EVIDENCE FROM TWO SERVICE INDUSTRIES; INTRODUCTION; CONCEPTUAL FRAMEWORK AND HYPOTHESES; METHOD; DISCUSSION; REFERENCES; DESIGNING AND PRICING DIGITAL CONTENT PRODUCTS AND SERVICES: A RESEARCH REVIEW; INTRODUCTION; PRICING AND POSITIONING; DESIGNING FORMATS; DESIGNING DIGITAL SAMPLES; IMPLICATIONS AND FUTURE RESEARCH; REFERENCES; ALL SIGNALS ARE NOT CREATED EQUAL: MANAGERS' CHOICE OF SIGNAL UNDER INFORMATION ASYMMETRY IN COMPETITIVE MARKETS; INTRODUCTION; CONCEPTUAL FRAMEWORK; METHODOLOGY, ANALYSIS, AND RESULTS

GENERAL DISCUSSIONACKNOWLEDGMENT; NOTES; REFERENCES; APPENDIX 1 - MODEL IMPLICATION; APPENDIX 2A: STUDY I - SAMPLE STIMULI; THEY SPEND 20 MILLION ON ADVERTISING; APPENDIX 2B: STUDY II - SAMPLE STIMULI; NATION EQUITY: INTEGRATING THE MULTIPLE DIMENSIONS OF COUNTRY OF ORIGIN EFFECTS; INTRODUCTION; EXTANT RESEARCH ON NATION EQUITY; GAPS AND ISSUES IN EXTANT COUNTRY OF ORIGIN RESEARCH; NATION EQUITY: INTEGRATIVE FRAMEWORK ON COUNTRY OF ORIGIN EFFECT; FUTURE TRENDS ON THE COUNTRY OF ORIGIN RESEARCH; ACKNOWLEDGMENTS; REFERENCES

HOW EMERGING MARKETS ARE RESHAPING THE INNOVATION ARCHITECTURE OF GLOBAL FIRMSFACTORS DRIVING CHANGES IN INNOVATION ARCHITECTURE OF GLOBAL FIRMS; HOW INNOVATIONS IN EMERGING MARKETS ARE DIFFERENT; HOW INNOVATIONS IN AN EMERGING MARKET TRANSCEND COUNTRIES; THINKING STRATEGICALLY ABOUT HOW TO LEVERAGE EMERGING MARKET INNOVATIONS; CONSEQUENCES OF RESHAPING GLOBAL INNOVATION ARCHITECTURE; IMPLICATIONS FOR ALLOCATION OF INNOVATION AND MARKETING RESOURCES; CONCLUSION; REFERENCES; AN INTRODUCTION TO AUDIO AND VISUAL RESEARCH AND APPLICATIONS IN MARKETING; INTRODUCTION; DATA; RESEARCH METHODS

OVERVIEW OF APPLICATIONSAUDIO/VISUAL DATA IN RESEARCH IN MARKETING AND RELATED BUSINESS FIELDS; CONCLUSION; ACKNOWLEDGMENT; NOTES; REFERENCES; MEASURING VALUE-IN-CONTEXT FROM A SERVICE-DOMINANT LOGIC'S PERSPECTIVE; INTRODUCTION; VALUE-IN-CONTEXT; DIMENSIONS OF VALUE-IN-CONTEXT EXPERIENCED BY AN ACTOR; THE VALCONRIA MODEL; RESULTS AND VALIDATION; DISCUSSION; NOTE; REFERENCES; APPENDIX: VALCONRIA QUESTIONNAIRE ITEMS AND INTERPRETATIONS; PREVIOUS VOLUME CONTENTS

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