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Marketing management
34
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34
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9
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Konsumentenverhalten
5
Computer-assisted marketing
4
Customer value
4
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2
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1
Aral, Sinan
1
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Bertini, Marco
1
Bharadwaj, Sundar
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1
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Harvard business review : HBR
Journal of business research : JBR
323
Industrial marketing management : the international journal for industrial and high-tech firms
249
Journal of strategic marketing
193
SpringerLink / Bücher
174
European journal of marketing : EJM
129
Journal of marketing management : MM
122
Europäische Hochschulschriften / 5
114
Journal of the Academy of Marketing Science
114
The journal of business & industrial marketing
107
Journal of marketing communications
105
Journal of marketing
98
Marketing intelligence & planning
88
Journal of retailing and consumer services
79
Gabler Edition Wissenschaft
75
International journal of research in marketing : IJRM ; official journal of the European Marketing Academy
69
Springer eBook Collection
65
Management science : journal of the Institute for Operations Research and the Management Sciences
60
The journal of brand management : an international journal
60
Lehrbuch
58
Business horizons
48
The marketing review
48
Asia Pacific journal of marketing and logistics
46
International marketing review
46
Journal of advertising research
44
Journal of global marketing
43
Marketing science : the marketing journal of the Institute for Operations Research and the Management Sciences
43
International journal of technology marketing : IJTMkt
42
Marketing : ZFP ; journal of research and management
42
Jahrbuch der Absatz- und Verbrauchsforschung
41
Journal of marketing research : JMR
41
Schmalenbachs Zeitschrift für betriebswirtschaftliche Forschung : ZfbF
40
The journal of product & brand management
40
Journal of business economics : JBE
39
AMS review : official publication of the Academy of Marketing Science
38
Harvard-Business-Manager : das Wissen der Besten
38
Psychology & marketing
38
Springer eBook Collection / Business and Economics
38
Marketing letters : a journal of research in marketing
37
Cogent business & management
35
Journal of business ethics : JOBE
35
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ECONIS (ZBW)
34
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1
How to design an AI marketing strategy : what the technology can do today : and what’s next
Davenport, Thomas H.
;
Guha, Abhijit
;
Grewal, Dhruv
- In:
Harvard business review : HBR
99
(
2021
)
4
,
pp. 42-47
Persistent link: https://www.econbiz.de/10012627556
Saved in:
2
Why you aren't getting more from your marketing AI : chances are, you haven’t asked the right questions
Ascarza, Eva
;
Ross, Michael
;
Hardie, Bruce G. S.
- In:
Harvard business review : HBR
99
(
2021
)
4
,
pp. 48-54
Persistent link: https://www.econbiz.de/10012627565
Saved in:
3
Don't buy the wrong marketing tech : instead, take these three steps
Mela, Carl F.
;
Cooper, Brian
- In:
Harvard business review : HBR
99
(
2021
)
4
,
pp. 54-59
Persistent link: https://www.econbiz.de/10012627572
Saved in:
4
Janelle Mináe
Monáe, Janelle
(
interviewee
);
Nickisch, Curt
(
interviewer
)
- In:
Harvard business review : HBR
98
(
2020
)
5
,
pp. 152
Persistent link: https://www.econbiz.de/10012289057
Saved in:
5
Is your marketing organization ready for what's next? : a framework for aligning growth strategies and capabilities
Rodríguez-Vilá, Omar
;
Bharadwaj, Sundar
;
Morgan, Neil A.
- In:
Harvard business review : HBR
98
(
2020
)
6
,
pp. 104-113
Persistent link: https://www.econbiz.de/10012508523
Saved in:
6
The elusive green consumer : people say they want sustainable products, but they don’t tend to buy them : here’s how to change that
White, Katherine
;
Hardisty, David J.
;
Habib, Rishad
- In:
Harvard business review : HBR
97
(
2019
)
4
,
pp. 124-133
Persistent link: https://www.econbiz.de/10012039693
Saved in:
7
T-Mobile's CEO on winning market share by trash-talking rivals
Legere, John
- In:
Harvard business review : HBR
95
(
2017
)
1
,
pp. 37-42
Persistent link: https://www.econbiz.de/10011632641
Saved in:
8
Why CMOs never last
Whitler, Kimberly A.
;
Morgan, Neil A.
- In:
Harvard business review : HBR
95
(
2017
)
4
,
pp. 46-54
Persistent link: https://www.econbiz.de/10011685877
Saved in:
9
Competing on customer journeys
Edelman, David C.
;
Singer, Marc G.
- In:
Harvard business review : HBR
93
(
2015
)
11
,
pp. 88-100
Persistent link: https://www.econbiz.de/10011399715
Saved in:
10
Why your customers' social identities matter
Champniss, Guy
;
Wilson, Hugh
;
MacDonald, Emma K.
- In:
Harvard business review : HBR
93
(
2015
)
1/2
,
pp. 88-96
Persistent link: https://www.econbiz.de/10010479330
Saved in:
11
SodaStream’s CEO on turning a banned Super Bowl ad into marketing gold
Birnbaum, Daniel
- In:
Harvard business review : HBR
92
(
2014
)
1/2
,
pp. 39-42
Persistent link: https://www.econbiz.de/10010235447
Saved in:
12
The rise of the chief marketing technologist
Brinker, Scott
;
McLellan, Laura
- In:
Harvard business review : HBR
92
(
2014
)
7/8
,
pp. 82-85
Persistent link: https://www.econbiz.de/10010382005
Saved in:
13
Decision-driven marketing
Joshi, Aditya
;
Giménez, Eduardo
- In:
Harvard business review : HBR
92
(
2014
)
7/8
,
pp. 64-71
Persistent link: https://www.econbiz.de/10010382012
Saved in:
14
The ultimate marketing machine
De Swaan Arons, Marc
;
Driest, Frank van den
;
Weed, Keith
- In:
Harvard business review : HBR
92
(
2014
)
7/8
,
pp. 54-63
Persistent link: https://www.econbiz.de/10010382020
Saved in:
15
Make your best customers even better
Yoon, Eddie
;
Carlotti, Steve
;
Moore, Dennis
- In:
Harvard business review : HBR
92
(
2014
)
3
,
pp. 23-25
Persistent link: https://www.econbiz.de/10010339569
Saved in:
16
Making "freemium" work
Kumar, Vineet
- In:
Harvard business review : HBR
92
(
2014
)
5
,
pp. 27-29
Persistent link: https://www.econbiz.de/10010347306
Saved in:
17
Advertising analytics 2.0.
Nichols, Wes
- In:
Harvard business review : HBR
91
(
2013
)
3
,
pp. 60-68
Persistent link: https://www.econbiz.de/10009724082
Saved in:
18
When marketing is strategy
Dawar, Niraj
- In:
Harvard business review : HBR
91
(
2013
)
12
,
pp. 100-108
Persistent link: https://www.econbiz.de/10010226667
Saved in:
19
What would Ashton do : and does it matter? ; new research reveals the power and limits of "influencers"
Aral, Sinan
- In:
Harvard business review : HBR
91
(
2013
)
5
,
pp. 25-27
Persistent link: https://www.econbiz.de/10009740825
Saved in:
20
Reality check at the bottom of the pyramid
Simanis, Erik
- In:
Harvard business review : HBR
90
(
2012
)
6
,
pp. 120-125
Persistent link: https://www.econbiz.de/10009554391
Saved in:
21
Time for a unified campaign?
Bertini, Marco
;
Gourville, John T.
- In:
Harvard business review : HBR
89
(
2011
)
6
,
pp. 129-133
Persistent link: https://www.econbiz.de/10009233222
Saved in:
22
Unleashing the power of marketing
Comstock, Beth
;
Gulati, Ranjay
;
Liguori, Stephen
- In:
Harvard business review : HBR
88
(
2010
)
10
,
pp. 90-98
Persistent link: https://www.econbiz.de/10008666568
Saved in:
23
Branding in the digital age : you're spending your money in all the wrong places
Edelman, David C.
- In:
Harvard business review : HBR
88
(
2010
)
12
,
pp. 62-69
Persistent link: https://www.econbiz.de/10008779306
Saved in:
24
In a downturn, provoke your customers
Lay, Philip
;
Hewlin, Todd
;
Moore, Geoffrey A.
- In:
Harvard business review : HBR
87
(
2009
)
3
,
pp. 48-56
Persistent link: https://www.econbiz.de/10003847303
Saved in:
25
How to market in a downturn
Quelch, John A.
;
Jocz, Katherine E.
- In:
Harvard business review : HBR
87
(
2009
)
4
,
pp. 52-62
Persistent link: https://www.econbiz.de/10003847331
Saved in:
26
World-class bull
Humphreys, John
;
Ahmed, Zafar U.
;
Pryor, Mildred
- In:
Harvard business review : HBR
87
(
2009
)
5
,
pp. 35-39
Persistent link: https://www.econbiz.de/10003847415
Saved in:
27
What is a free customer worth?
Gupta, Sunil
;
Mela, Carl F.
- In:
Harvard business review : HBR
86
(
2008
)
11
,
pp. 102-109
Persistent link: https://www.econbiz.de/10003780346
Saved in:
28
Marketing when customer equity matters
Hanssens, Dominique M.
;
Thorpe, Daniel
;
Finkbeiner, Carl
- In:
Harvard business review : HBR
86
(
2008
)
5
,
pp. 117-123
Persistent link: https://www.econbiz.de/10003692142
Saved in:
29
The sure thing that flopped
Zaltman, Gerald
;
Zaltman, Lindsay
- In:
Harvard business review : HBR
86
(
2008
)
7/8
,
pp. 29-32
Persistent link: https://www.econbiz.de/10003735999
Saved in:
30
Nudge your customers toward better choices
Goldstein, Daniel G.
;
Johnson, Eric J.
;
Herrmann, Andreas
; …
- In:
Harvard business review : HBR
86
(
2008
)
12
,
pp. 99-105
Persistent link: https://www.econbiz.de/10003817627
Saved in:
31
Even commodities have customers
Jacques, François M.
- In:
Harvard business review : HBR
85
(
2007
)
5
,
pp. 110-119
Persistent link: https://www.econbiz.de/10003460464
Saved in:
32
How valuable is word of mouth? : identify the customers who bring in the most referrals ; then capitalize on that knowledge
Kumar, V.
;
Petersen, J. Andrew
;
Leone, Robert P.
- In:
Harvard business review : HBR
85
(
2007
)
10
,
pp. 139-146
Persistent link: https://www.econbiz.de/10003550617
Saved in:
33
Manage customers for profits (not just sales)
Shapiro, Benson P.
(
contributor
)
- In:
Harvard business review : HBR
65
(
1987
)
5
,
pp. 101-108
Persistent link: https://www.econbiz.de/10001031313
Saved in:
34
Who says you can't crack Japanese markets?
Alden, Vernon R.
- In:
Harvard business review : HBR
65
(
1987
)
1
,
pp. 52-56
Persistent link: https://www.econbiz.de/10001014928
Saved in:
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