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Focus groups and the nature of qualitative marketing research
Calder, Bobby J. - 2009
Persistent link: https://www.econbiz.de/10003793869
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Writing a brand positioning statement and translating it into brand design
Calder, Bobby J. - In: Kellogg on marketing, (pp. 92-111). 2010
Persistent link: https://www.econbiz.de/10008664285
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Marketing research and understanding consumers
Calder, Bobby J. - In: Kellogg on marketing, (pp. 56-72). 2010
Persistent link: https://www.econbiz.de/10008664292
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Customer engagement and organizational performance
Calder, Bobby J. - In: Handbook of research on customer engagement, (pp. 259-270). 2019
Persistent link: https://www.econbiz.de/10013163388
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Branding and the psychology of consumer behavior
Calder, Bobby J. - In: Psychology of branding, (pp. 3-13). 2013
Persistent link: https://www.econbiz.de/10009775646
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Brands : an integrated marketing, finance, and societal perspective
Calder, Bobby J. - 2020
Persistent link: https://www.econbiz.de/10012421334
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Customer interaction strategy, brand purpose and brand communities
Calder, Bobby J. - In: Journal of service management 33 (2022) 4/5, pp. 747-757
Persistent link: https://www.econbiz.de/10013325757
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Media engagement and advertising effectiveness
Calder, Bobby J.; Malthouse, Edward C. - In: Kellogg on advertising & media : the Kellogg School of …, (pp. 1-36). 2008
Persistent link: https://www.econbiz.de/10003755902
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Communicating with customers
Spinosa, Charles; Le Brocquy, David; Calder, Bobby J. - In: Kellogg on advertising & media : the Kellogg School of …, (pp. 226-253). 2008
Persistent link: https://www.econbiz.de/10003755924
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The integration of advertising and media content : ethical and practical considerations
Kolsky, Richard; Calder, Bobby J. - In: Kellogg on advertising & media : the Kellogg School of …, (pp. 266-281). 2008
Persistent link: https://www.econbiz.de/10003755928