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5
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Harvard business review : HBR
SpringerLink / Bücher
521
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386
Industrial marketing management : the international journal for industrial and high-tech firms
279
Europäische Hochschulschriften / 5
230
Journal of strategic marketing
192
European journal of marketing : EJM
178
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168
Springer eBook Collection
165
Journal of the Academy of Marketing Science
148
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139
Gabler Edition Wissenschaft
126
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117
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114
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106
Journal of marketing communications
103
Lehrbuch
100
International journal of research in marketing : IJRM ; official journal of the European Marketing Academy
94
Journal of retailing and consumer services
84
Management science : journal of the Institute for Operations Research and the Management Sciences
71
Marketing theory
71
Journal of marketing research : JMR
67
Marketing : ZFP ; journal of research and management
67
The marketing review
67
Jahrbuch der Absatz- und Verbrauchsforschung
66
Journal of macromarketing : examining the interactions among markets, marketing, and society
66
Journal of advertising research
63
Journal of marketing education : JME
63
Arbeitspapier / Wissenschaftliche Gesellschaft für Marketing und Unternehmensführung
62
The journal of brand management : an international journal
60
Developments in Marketing Science: Proceedings of the Academy of Marketing Science
59
Hamburger Schriften zur Marketingforschung
59
Marketing science : the marketing journal of the Institute for Operations Research and the Management Sciences
59
Advances in marketing, customer relationship management, and e-services (AMCRMES) book series
58
Asia Pacific journal of marketing and logistics
58
Arbeitspapier / Institut für Marketing, Universität Mannheim
57
Business horizons
57
Journal of business-to-business marketing
57
Research
57
Schmalenbachs Zeitschrift für betriebswirtschaftliche Forschung : ZfbF
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Journal of business economics : JBE
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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
Marketing meets mission : learning from brands that have taken on global health challenges
Sidibe, Myriam
- In:
Harvard business review : HBR
98
(
2020
)
3
,
pp. 135-144
Persistent link: https://www.econbiz.de/10012288940
Saved in:
5
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:
6
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:
7
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:
8
Designing better online review systems : how to create ratings that buyers and sellers can trust
Donaker, Geoff
;
Kim, Hyunjin
;
Luca, Michael
- In:
Harvard business review : HBR
97
(
2019
)
6
,
pp. 122-129
Persistent link: https://www.econbiz.de/10012131333
Saved in:
9
Ads that don't overstep : how to make sure you don't take personalization too far
John, Leslie K.
;
Kim, Tami
;
Barasz, Kate
- In:
Harvard business review : HBR
96
(
2018
)
1
,
pp. 62-69
Persistent link: https://www.econbiz.de/10011795163
Saved in:
10
Marketing in the age of Alexa : aI assistants will transform how companies and customers connect
Dawar, Niraj
;
Bendle, Neil T.
- In:
Harvard business review : HBR
96
(
2018
)
3
,
pp. 80-86
Persistent link: https://www.econbiz.de/10011879672
Saved in:
11
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:
12
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:
13
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:
14
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:
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
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:
18
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:
19
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:
20
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:
21
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:
22
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:
23
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:
24
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:
25
Challenge the boss or stand down?
Sasser, W. E.
- In:
Harvard business review : HBR
89
(
2011
)
5
,
pp. 137-141
Persistent link: https://www.econbiz.de/10008991295
Saved in:
26
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:
27
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:
28
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:
29
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:
30
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:
31
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:
32
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:
33
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:
34
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:
35
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:
36
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:
37
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:
38
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:
39
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:
40
Megamarketing
Kotler, Philip
- In:
Harvard business review : HBR
64
(
1986
)
2
,
pp. 117-124
Persistent link: https://www.econbiz.de/10001007590
Saved in:
41
Telecom : hook up or lose out
Clemons, Eric K.
- In:
Harvard business review : HBR
64
(
1986
)
4
,
pp. 91-97
Persistent link: https://www.econbiz.de/10001010107
Saved in:
42
Megamarketing
Kotler, Philip
- In:
Harvard business review : HBR
(
1986
)
3
,
pp. 32-39
Persistent link: https://www.econbiz.de/10003607094
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