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Eisend, Martin; Franke, George R.; Leigh, James H. - In: Journal of advertising : official publication of the … 45 (2016) 1, pp. 1-3

Persistent link: https://www.econbiz.de/10011453831

Have we progressed marketing knowledge? : a meta-meta-analysis of effect sizes in marketing research

Eisend, Martin - In: Journal of marketing 79 (2015) 3, pp. 23-40

Persistent link: https://www.econbiz.de/10011485859

Produktliniengestaltung mit genetischen Algorithmen

Steiner, Winfried J.; Hruschka, Harald - In: Schmalenbachs Zeitschrift für betriebswirtschaftliche … 54 (2002) 7, pp. 575-601

Persistent link: https://www.econbiz.de/10001710097

An artificial neural net attraction model (ANNAM) to analyze market share effects of marketing instruments

Hruschka, Harald - In: Schmalenbach business review : sbr 53 (2001) 1, pp. 27-40

Persistent link: https://www.econbiz.de/10001539150

Ein Discrete-Choice-Modell zur Erklärung von Markentreue auf Grundlage von Theorien des Lernens und der wahrgenommenen Unsicherheit

Baumgartner, Bernhard; Hruschka, Harald - In: Schmalenbachs Zeitschrift für betriebswirtschaftliche … 54 (2002) 4, pp. 299-316

Persistent link: https://www.econbiz.de/10001672460

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

How marketer actions influence persuasion knowledge : meta-analytic evidence of a nonlinear relationship

Eisend, Martin; Tarrahi, Farid - In: Journal of public policy & marketing 41 (2022) 2, pp. 107-123

Persistent link: https://www.econbiz.de/10013256392

A model of heterogeneous multicategory choice for market basket analysis

Dippold, Katrin; Hruschka, Harald - In: Review of marketing science 11 (2013) 1, pp. 1-31

Persistent link: https://www.econbiz.de/10010189571

Advances in Advertising Research IX : Power to Consumers

Cauberghe, Verolien (ed.); Hudders, Liselot (ed.); … - 2018

This book addresses challenges and opportunities in research and management related to new advertising and consumer practices in a converging media society. It specifically relates to the increasing power of consumers in the (digital) marketing process and discusses the challenges this may bring...

Persistent link: https://www.econbiz.de/10012395869

Research Methodology in Marketing : Theory Development, Empirical Approaches and Philosophy of Science Considerations

Eisend, Martin; Kuss, Alfred - 2019

1. Introduction -- 2. Nature and Relevance of Theories -- 3. Scientific Realism -- 4. Theory Building -- 5. Theory Testing -- 6. Data Collection: Operationalization, Measurement, and Sampling -- 7. Hypotheses and Models -- 8. Test of Causal Relationships -- 9. Generalization -- 10. Research Ethics

Persistent link: https://www.econbiz.de/10012398548