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~subject:"B-to-B-Marketing"
~subject:"Online-Marketing"
~type_genre:"Article in journal"
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B-to-B-Marketing
Online-Marketing
Beziehungsmarketing
62
Relationship marketing
62
Consumer behaviour
41
Konsumentenverhalten
41
Customer value
29
Kundenwert
29
Marketing management
29
Marketingmanagement
29
Brand management
19
Markenführung
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Firm performance
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Brand
9
Markenartikel
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Coronavirus
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8
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8
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8
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Article in journal
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English
20
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Kumar, V.
13
Reinartz, Werner J.
5
Becker, Maren
2
Luo, Anita
2
Ulaga, Wolfgang
2
Venkatesan, Rajkumar
2
Ballings, Michel
1
Beckmann, D.
1
Berkmann, Manuel
1
Bharadwaj, Sundar G.
1
Chintagunta, Pradeep K.
1
Cohen, Greg S.
1
Fuxman, Leonora
1
Gopinath, Shyam
1
Greene, Mallik
1
Hewett, Kelly
1
Islam, Md. Monirul
1
Kazi Sohag
1
Kim, Kihyun Hannah
1
Kotabe, Masaaki
1
Krishnamurthi, Lakshman
1
Käuferle, Monika
1
Leone, Robert P.
1
Lobschat, Lara
1
Mahmoud, Ali B.
1
Meire, Matthijs
1
Mirchandani, Rohan
1
Mohr, Iris
1
Osinga, Ernst C.
1
Paulich, Brianna JeeWon
1
Petersen, J. Andrew
1
Rajan, Bharath
1
Ramani, Girish
1
Reinartz, Werner
1
Rust, Roland T.
1
Saboo, Alok R.
1
Scholdra, Thomas P.
1
Shams, S. M. Riad
1
Sriram, S.
1
Thomas, Jacquelyn S.
1
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Journal of marketing
5
Industrial marketing management : the international journal for industrial and high-tech firms
3
Journal of marketing research : JMR
3
Journal of the Academy of Marketing Science
3
International journal of research in marketing : IJRM ; official journal of the European Marketing Academy
2
Marketing science : the marketing journal of the Institute for Operations Research and the Management Sciences
2
GfK marketing intelligence review : Marketingforschung für die Praxis
1
MIT sloan management review
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ECONIS (ZBW)
20
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1
Investigating the relationship between the content of online word of mouth, advertising, and brand performance
Gopinath, Shyam
;
Thomas, Jacquelyn S.
;
Krishnamurthi, …
- In:
Marketing science : the marketing journal of the …
33
(
2014
)
2
,
pp. 241-258
Persistent link: https://www.econbiz.de/10010358784
Saved in:
2
Distributing through multiple channels in industrial wholesaling : how many and how much?
Käuferle, Monika
;
Reinartz, Werner
- In:
Journal of the Academy of Marketing Science
43
(
2015
)
6
,
pp. 746-767
Persistent link: https://www.econbiz.de/10011409932
Saved in:
3
Does it pay to be real? : understanding authenticity in TV advertising
Becker, Maren
;
Wiegand, Nico
;
Reinartz, Werner J.
- In:
Journal of marketing
83
(
2019
)
1
,
pp. 24-50
Persistent link: https://www.econbiz.de/10012175827
Saved in:
4
What happens online stays online? : segment-specific online and offline effects of banner advertisements
Lobschat, Lara
;
Osinga, Ernst C.
;
Reinartz, Werner J.
- In:
Journal of marketing research : JMR
54
(
2017
)
6
,
pp. 901-913
Persistent link: https://www.econbiz.de/10011784990
Saved in:
5
Hybrid offerings : how manufacturing firms combine goods and services successfully
Ulaga, Wolfgang
;
Reinartz, Werner J.
- In:
Journal of marketing
75
(
2011
)
6
,
pp. 5-23
Persistent link: https://www.econbiz.de/10009384694
Saved in:
6
When and why do customer solutions pay off in business markets?
Worm, Stefan
;
Bharadwaj, Sundar G.
;
Ulaga, Wolfgang
; …
- In:
Journal of the Academy of Marketing Science
45
(
2017
)
4
,
pp. 490-512
Persistent link: https://www.econbiz.de/10011737459
Saved in:
7
The effect of content on zapping in TV advertising
Becker, Maren
;
Scholdra, Thomas P.
;
Berkmann, Manuel
; …
- In:
Journal of marketing
87
(
2023
)
2
,
pp. 275-297
Persistent link: https://www.econbiz.de/10014245090
Saved in:
8
Synergistic effects of social media and traditional marketing on brand sales : capturing the time-varying effects
Kumar, V.
;
Paulich, Brianna JeeWon
;
Greene, Mallik
- In:
Journal of the Academy of Marketing Science
45
(
2017
)
2
,
pp. 268-288
Persistent link: https://www.econbiz.de/10011658080
Saved in:
9
The role of marketer-generated content in customer engagement marketing
Meire, Matthijs
;
Hewett, Kelly
;
Ballings, Michel
;
Kumar, V.
- In:
Journal of marketing
83
(
2019
)
6
,
pp. 21-42
Persistent link: https://www.econbiz.de/10012176245
Saved in:
10
The relative influence of economic and relational direct marketing communications on buying behavior in business-to-business markets
Kim, Kihyun Hannah
;
Kumar, V.
- In:
Journal of marketing research : JMR
55
(
2018
)
1
,
pp. 48-68
Persistent link: https://www.econbiz.de/10011819643
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