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Marketing in the sharing economy
Eckhardt, Giana M.; Houston, Mark B.; Jiang, Baojun; … - In: Journal of marketing 83 (2019) 5, pp. 5-27
Persistent link: https://www.econbiz.de/10012176084
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When marketing strategy meets culture : the role of culture in product evaluations
Song, Reo; Moon, Sangkil; Chen, Haipeng; Houston, Mark B. - In: Journal of the Academy of Marketing Science 46 (2018) 3, pp. 384-402
Persistent link: https://www.econbiz.de/10011879692
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Use of relationship marketing programs in building customer-salesperson and customer-firm realationship : differential influences on financial outcomes
Palmatier, Robert W.; Scheer, Lisa K.; Houston, Mark B.; … - In: International journal of research in marketing : IJRM ; … 24 (2007) 3, pp. 210-223
Persistent link: https://www.econbiz.de/10003562018
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What brand do I use for my new product? : the impact of new product branding decisions on firm value
Kovalenko, Larisa; Sorescu, Alina; Houston, Mark B. - In: Journal of the Academy of Marketing Science 50 (2022) 2, pp. 338-365
Persistent link: https://www.econbiz.de/10012819760