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Schwachstellen in Marketingprozessen : Ergebnisse einer explorativen Reengineering-Metaanalyse

Diller, Hermann; Saatkamp, Jörg - In: Marketing : ZFP ; journal of research and management 24 (2002) 4, pp. 239-252

Persistent link: https://www.econbiz.de/10001726858

Markenrelevanz bei Commodities - eine empirische Untersuchung von Determinanten und Wirkungen

Leischnig, Alexander; Geigenmüller, Anja - In: Marketing : ZFP ; journal of research and management 33 (2011) 4, pp. 293-304

Die Differenzierung des eigenen Leistungsangebots vom Wettbewerb stellt für Anbieter von Commodities eine zentrale Herausforderung dar. Ein wichtiger Ansatz zur Differenzierung wird im Aufbau von Marken gesehen. Während die Bedeutung von Marken bei Commodities aus Anbieterperspektive...

Persistent link: https://www.econbiz.de/10009387759

Die Marke : Bezugsobjekt normenbestimmten Verhaltens oder Druckmittel von Markenartikelherstellern?

Schiele, Thomas P. - In: Marketing : ZFP ; journal of research and management 19 (1997) 3, pp. 185-188

Persistent link: https://www.econbiz.de/10001228018

Too sexy for the price? : the effectiveness of erotic advertising depending on the brand's price level

Thomas, Stefan; Gierl, Heribert - In: Marketing : ZFP ; journal of research and management 41 (2019) 2, pp. 4-20

Persistent link: https://www.econbiz.de/10012003359

Antecedents of WOM : product appraisal and brand relationship as drivers of customer referral dimensions

Reckmann, Tobias; Teichert, Thorsten - In: Marketing : ZFP ; journal of research and management 41 (2019) 1, pp. 50-66

Persistent link: https://www.econbiz.de/10012004777

Signaling Teamwork : how brand prominence in brand alliance communication can influence customer perception

Kostyra, Daniel; Klapper, Daniel - In: Marketing : ZFP ; journal of research and management 37 (2015) 2, pp. 69-78

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Measuring changes in preferences and perception due to the entry of a new brand with choice data

Hildebrandt, Lutz; Kalweit, Lea - In: Marketing : ZFP ; journal of research and management 37 (2015) 1, pp. 57-63

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The influence of localised corporate social responsibility and perceived brand localness on willingness to buy at a foreign grocery retailer

Keane, Marta; Morschett, Dirk - In: Marketing : ZFP ; journal of research and management 39 (2017) 1, pp. 27-43

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The origins of brand love : a typology of starting points

Bruns, Daniel; Langner, Tobias; Fischer, Alexander - In: Marketing : ZFP ; journal of research and management 39 (2017) 2, pp. 38-48

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Multinomial logit models in marketing : from fundamentals to state-of-the-art

Elshiewy, Ossama; Guhl, Daniel; Boztuğ, Yasemin - In: Marketing : ZFP ; journal of research and management 39 (2017) 3, pp. 32-49

Persistent link: https://www.econbiz.de/10011780892