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Hulland, John; Houston, Mark B. - In: Journal of the Academy of Marketing Science 50 (2022) 1, pp. 1-3

Persistent link: https://www.econbiz.de/10012819724

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

The importance of behavioral outcomes

Hulland, John; Houston, Mark B. - In: Journal of the Academy of Marketing Science 49 (2021) 3, pp. 437-440

Persistent link: https://www.econbiz.de/10012548038

Platform exploitation : when service agents defect with customers from online service platforms

Zhou, Qiang; Allen, B. J.; Gretz, Richard T.; Houston, … - In: Journal of marketing 86 (2022) 2, pp. 105-125

Persistent link: https://www.econbiz.de/10013258793

Halo or cannibalization? : how new software entrants impact sales of incumbent software in platform markets

Allen, B. J.; Gretz, Richard T.; Houston, Mark B.; … - In: Journal of marketing 86 (2022) 3, pp. 59-78

Persistent link: https://www.econbiz.de/10013258849

The future of B2B customer solutions in a post-COVID-19 economy : managerial issues and an agenda for academic inquiry

Bond, Edward U., III; Jong, Ad de; Eggert, Andreas; … - In: Journal of service research 23 (2020) 4, pp. 401-408

Persistent link: https://www.econbiz.de/10012391593

Entertainment Science : Data Analytics and Practical Theory for Movies, Games, Books, and Music

Hennig-Thurau, Thorsten; Houston, Mark B. - 2019

The entertainment industry has long been dominated by legendary screenwriter William Goldman’s “Nobody-Knows-Anything” mantra, which argues that success is the result of managerial intuition and instinct. This book builds the case that combining such intuition with data analytics and...

Persistent link: https://www.econbiz.de/10012395924

Why systematic review papers and meta-analyses matter : an introduction to the special issue on generalizations in marketing

Hulland, John; Houston, Mark B. - In: Journal of the Academy of Marketing Science 48 (2020) 3, pp. 351-359

Persistent link: https://www.econbiz.de/10012290956

Special issue: generalizations in marketing : systematic reviews and meta-analyses

Hulland, John (ed.); Houston, Mark B. (ed.) - 2020

Persistent link: https://www.econbiz.de/10012290980

Introduction to the business model innovations in emerging markets special issue

Hulland, John; Houston, Mark B. - In: Journal of the Academy of Marketing Science 48 (2020) 5, pp. 813-814

Persistent link: https://www.econbiz.de/10012301265