Die Gewinnung der besten Talente erfordert ein effektives Employer Marketing. Der vorliegende Beitrag zeigt anhand einer Studie unter hochqualifizierten Führungskräften in der Pharma-Branche, welche Faktoren für potenzielle Arbeitnehmer bei der Arbeitgeberwahl eine Rolle spielen und im Rahmen...

The authors investigate the relationships between brand equity and customer acquisition, retention, and profit margin, the key components of customer lifetime value (CLV). They examine a unique database from the U.S. automobile market that combines ten years of acquisition rate, retention rate,...

We examine the conditions that enhance the economic viability of frequency reward programs in a strategic competitive environment. We focus particularly on conditions related to consumer behavior, namely the extent to which consumers value the future benefits offered by the reward, the...

The field of marketing science has a rich history of modeling marketing phenomena using the disciplines of economics, statistics, operations research, and other related fields. Since it is roughly 50 years from its origins, <i>The History of Marketing Science</i> is a timely review of the...