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~isPartOf:"Journal of the Academy of Marketing Science"
~isPartOf:"Management science : journal of the Institute for Operations Research and the Management Sciences"
~subject:"Brand management"
~subject:"Decision under uncertainty"
~subject:"Price competition"
~subject:"Wettbewerbsstrategie"
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Brand management
Decision under uncertainty
Price competition
Wettbewerbsstrategie
Marketing management
169
Marketingmanagement
169
Consumer behaviour
28
Konsumentenverhalten
28
Theorie
25
Theory
25
Beziehungsmarketing
21
Relationship marketing
21
Market research
15
Marketing
15
Marketing strategy
15
Marktforschung
15
Firm performance
13
Internet marketing
13
Online-Marketing
13
Unternehmenserfolg
13
Brand image
12
Innovation
12
Markenimage
12
Resource-based view
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Ressourcenorientierter Ansatz
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USA
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United States
12
Bibliometrics
11
Bibliometrie
11
Markenführung
11
Competitive strategy
10
Preismanagement
10
Pricing strategy
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Brand
9
Distribution channel
9
Markenartikel
9
Vertriebsweg
9
Competitive advantage
8
Corporate Social Responsibility
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8
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26
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Choi, Seung-chan
2
DeSarbo, Wayne
2
Harker, Patrick T.
2
Ishihara, Masakazu
2
Kumar, V.
2
Raju, Jagmohan Singh
2
Ballings, Michel
1
Bergkvist, Lars
1
Bharadwaj, Neeraj
1
Bodur, H. Onur
1
Bohlmann, Jonathan D.
1
Boleslavsky, Raphael
1
Calantone, Roger J.
1
Caldieraro, Fabio
1
Chan, Tat
1
Ching, Andrew
1
Cotton, Christopher
1
Dahl, Darren W.
1
Ehrmann, Thomas
1
Eisend, Martin
1
Eliashberg, Jehoshua
1
Feng, Hui
1
Fürst, Andreas
1
Greene, Mallik
1
Grohmann, Bianca
1
Gurnani, Haresh
1
Gómez, Miguel I.
1
Hanson, Sara
1
Homburg, Christian
1
Hong, Yuan
1
Houston, Mark B.
1
Hwang, Minha
1
Jiang, Lan
1
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1
Kumar, Subodha
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Kwon, Minjung
1
Li, Jia
1
McCullough, Heath
1
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1
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Journal of the Academy of Marketing Science
Management science : journal of the Institute for Operations Research and the Management Sciences
Journal of business research : JBR
52
The journal of brand management : an international journal
45
The journal of product & brand management
33
European journal of marketing : EJM
25
Journal of strategic marketing
25
Industrial marketing management : the international journal for industrial and high-tech firms
22
Journal of retailing and consumer services
21
Journal of marketing communications
16
Gabler Edition Wissenschaft
13
SpringerLink / Bücher
13
Journal of marketing management : MM
12
Europäische Hochschulschriften / 5
11
Journal of retailing
11
Journal of marketing management : JMM ; journal of the Academy of Marketing
10
Journal of research in interactive marketing : interactive marketing and computer-mediated communication
10
Praxishandbuch Relaunch : Potenziale vorhandener Marken richtig ausschöpfen
10
Springer eBook Collection
10
The journal of business & industrial marketing
10
Asia Pacific journal of marketing and logistics
9
Business horizons
9
International marketing review
9
Journal of marketing
9
Journal of promotion management : JPM
9
Cogent business & management
8
Exzellentes Sponsoring : innovative Ansätze und Best Practices für das Markenmanagement
8
International journal of advertising : the review of marketing communications
8
International journal of hospitality management
8
International review on public and non-profit marketing
8
Marketing intelligence & planning
8
The marketing review
8
International journal of wine business research : IJWBR
7
Journal of global scholars of marketing science : bridging Asia and the world ; JGSMS
7
Journal of promotion management : innovations in planning and applied research
7
Measuring and managing brands
7
Springer eBook Collection / Business and Economics
7
European management journal
6
European research studies
6
Faculty & research / Insead : working paper series
6
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ECONIS (ZBW)
26
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1
Brand spillover as a marketing strategy
Wu, Xiaole
;
Zhang, Fuqiang
;
Zhou, Yu
- In:
Management science : journal of the Institute for …
68
(
2022
)
7
,
pp. 5348-5363
Persistent link: https://www.econbiz.de/10013369309
Saved in:
2
An empirical study of scarcity marketing strategies : limited-time products with umbrella branding in the beer market
Ishihara, Masakazu
;
Kwon, Minjung
;
Mizuno, Makoto
- In:
Journal of the Academy of Marketing Science
51
(
2023
)
6
,
pp. 1327-1350
Persistent link: https://www.econbiz.de/10014446679
Saved in:
3
Following the customers : dynamic competitive repositioning
Ning, Z. Eddie
;
Villas-Boas, J. Miguel
- In:
Management science : journal of the Institute for …
68
(
2022
)
2
,
pp. 1002-1018
Persistent link: https://www.econbiz.de/10012878402
Saved in:
4
What brand do I use for my new product? : the impact of new product branding decisions on firm value
Kovalenko, Larisa
;
Sorescu, Alina
;
Houston, Mark B.
- In:
Journal of the Academy of Marketing Science
50
(
2022
)
2
,
pp. 338-365
Persistent link: https://www.econbiz.de/10012819760
Saved in:
5
Cause marketing and customer profitability
Ballings, Michel
;
McCullough, Heath
;
Bharadwaj, Neeraj
- In:
Journal of the Academy of Marketing Science
46
(
2018
)
2
,
pp. 234-251
Persistent link: https://www.econbiz.de/10011844780
Saved in:
6
The dynamic nature of marketing constructs
Bergkvist, Lars
;
Eisend, Martin
- In:
Journal of the Academy of Marketing Science
49
(
2021
)
3
,
pp. 521-541
Persistent link: https://www.econbiz.de/10012548064
Saved in:
7
Demonstrations and price competition in new product release
Boleslavsky, Raphael
;
Cotton, Christopher
;
Gurnani, Haresh
- In:
Management science : journal of the Institute for …
63
(
2017
)
6
,
pp. 2016-2026
Persistent link: https://www.econbiz.de/10011707384
Saved in:
8
Brand relevance and the effects of product proliferation across product categories
Zhao, Yanhui
;
Zhang, Yufei
;
Wang, Joyce
;
Schrock, Wyatt A.
- In:
Journal of the Academy of Marketing Science
48
(
2020
)
6
,
pp. 1192-1210
Persistent link: https://www.econbiz.de/10012386911
Saved in:
9
Communicating brand biographies effectively : the role of communication source
Tezer, Ali
;
Bodur, H. Onur
;
Grohmann, Bianca
- In:
Journal of the Academy of Marketing Science
48
(
2020
)
4
,
pp. 712-733
Persistent link: https://www.econbiz.de/10012293328
Saved in:
10
Enhancing consumer engagement in an online brand community via user reputation signals : a multi-method analysis
Hanson, Sara
;
Jiang, Lan
;
Dahl, Darren W.
- In:
Journal of the Academy of Marketing Science
47
(
2019
)
2
,
pp. 349-367
Persistent link: https://www.econbiz.de/10012022592
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