-60 -- Christoph Zott (2003), 'Dynamic Capabilities and the Emergence of Intraindustry Differential Firm Performance: Insights from a … to shape strategy. Harvard Business Review, 73(4): 57-71. -- Brandenburger, A. and Stuart, H. 2007. Biform games …

), 'The Targeting of Advertising', Marketing Science, 24 (3), Summer, 461-76 -- Greg Shaffer and Florian Zettelmeyer (2004 …), 'Advertising in a Distribution Channel', Marketing Science, 23 (4), Fall, 619-28 -- Kurt R. Brekke and Michael Kuhn (2006), 'Direct … and David P. Myatt (2006), 'On the Simple Economics of Advertising, Marketing, and Product Design', American Economic …

-- The use of emotions in social marketing and social advertising / Tej Pochun, Linda Brennan and Lukas Parker … reveals what makes for strong social marketing and social advertising campaigns. With a comprehensive understanding of social …Contents: 1 Reinforcing the 'social' in social marketing / Lukas Parker and Linda Brennan -- So what is social …

Exploring both the theoretical and the applied aspects of the role ethics plays in marketing, this Handbook analyzes …. Nationally and internationally recognized contributors cover the most important, timely developments in marketing ethics as well … as trends and ideas for a future research agenda. Topics such as consumer ethics, morality in marketing and corporate …