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Combining big data and lean startup methods for business model evolution

Seggie, Steven H.; Soyer, Emre; Pauwels, Koen - In: AMS review : official publication of the Academy of … 7 (2017) 3/4, pp. 154-169

Persistent link: https://www.econbiz.de/10011824763

Pricing best sellers and traffic generators : the role of asymmetric cross-selling

Kocas, Cenk; Pauwels, Koen; Bohlmann, Jonathan D. - In: Journal of interactive marketing : a quarterly … 41 (2018), pp. 28-43

Persistent link: https://www.econbiz.de/10011844927

Kübler, Raoul; Pauwels, Koen; Yildirim, Gökhan; … - In: Journal of marketing 82 (2018) 5, pp. 20-44

Persistent link: https://www.econbiz.de/10011912138

Battle of the brand fans : impact of brand attack and defense on social media

Ilhan, Behice Ece; Kübler, Raoul; Pauwels, Koen - In: Journal of interactive marketing : a quarterly … 43 (2018), pp. 33-51

Persistent link: https://www.econbiz.de/10011920058

Big and lean is beautiful : a conceptual framework for data-based learning in marketing management

Soyer, Emre; Pauwels, Koen; Seggie, Steven H. - In: Marketing in a digital world, (pp. 63-83). 2019

Persistent link: https://www.econbiz.de/10012123418

Social media and customer-based brand equity : an empirical investigation in retail industry

Colicev, Anatoli; Malshe, Ashwin; Pauwels, Koen - In: Administrative Sciences : open access journal 8 (2018) 3/55, pp. 1-16

As customer-brand engagement progressively shifts to digital domains, understanding social media effects in branding has become a vital issue. Social media effectiveness is especially important for the US retail sector due to intense competition among retailers for consumer attention and...

Persistent link: https://www.econbiz.de/10012125215