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Returning customers : the hidden strategic opportunity of returns management
Röllecke, Felix Johannes; Huchzermeier, Arnd; … - In: California management review 60 (2018) 2, pp. 176-203
Persistent link: https://www.econbiz.de/10011803395
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Ad Lib : when customers create the ad
Berthon, Pierre R.; Pitt, Leyland F.; Campell, Colin - In: California management review 50 (2007/08) 4, pp. 6-30
Persistent link: https://www.econbiz.de/10003755732
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Marketing in a silo world : the new CMO challenge
Aaker, David A. - In: California management review 51 (2008/09) 1, pp. 144-156
Persistent link: https://www.econbiz.de/10003797726
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Ambient communication : how to engage consumers in urban touch-points
Gambetti, Rossella C. - In: California management review 52 (2009/10) 3, pp. 34-51
Persistent link: https://www.econbiz.de/10003982726
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So what if remanufacturing cannibalizes my new product sales?
Atasu, Atalay; Guide, V. Daniel R.; Van Wassenhove, Luk N. - In: California management review 52 (2009/10) 2, pp. 56-76
Persistent link: https://www.econbiz.de/10003960512
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CGIP : managing consumer generated intellectual property
Berthon, Pierre R.; Pitt, Leyland F.; Kietzmann, Jan; … - In: California management review 57 (2014/15) 4, pp. 43-62
Persistent link: https://www.econbiz.de/10011373939
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What are your signature stories?
Aaker, David A.; Aaker, Jennifer L. - In: California management review 58 (2015/2016) 3, pp. 49-65
Persistent link: https://www.econbiz.de/10011488416
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A service lens on value creation : marketing's role in achieving strategic advantage
Bettencourt, Lance A.; Lusch, Robert F.; Vargo, Stephen L. - In: California management review 57 (2014/15) 1, pp. 44-66
Persistent link: https://www.econbiz.de/10010505287
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Marketing strategy in a slow growth economy
Webster, Frederick E. - In: California management review 28 (1986) 3, pp. 93-105
Persistent link: https://www.econbiz.de/10001018553
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Navigating the new era of influencer marketing : how to be successful on Instagram, TikTok, & co.
Haenlein, Michael; Anadol, Ertan; Farnsworth, Tyler; … - In: California management review 63 (2020) 1, pp. 5-25
Persistent link: https://www.econbiz.de/10012309214