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Cutting-edge marketing analytics : real world cases and data sets for hands on learning
Venkatesan, Rajkumar; Farris, Paul W.; Wilcox, Ronald T. - 2015
Persistent link: https://www.econbiz.de/10013474941
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Delegating pricing power to customers : pay what you want or name your own price?
Krämer, Florentin; Schmidt, Klaus M.; Spann, Martin; … - 2015
performance of these two pricing mechanisms. We show that both mechanisms can be successfully used to endogenously price …
Persistent link: https://www.econbiz.de/10010530590
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Marketing Activities to Support ‘Moderately Novel’ Product Innovation : Insights from the Chemical Industry
Smits, Armand - 2015
Scholars often follow a contingency approach to study which marketing activities are suitable for a particular type of product innovation project, thereby making a distinction between incremental and radical innovation only. ‘Moderately novel' projects, which have intermediate levels of...
Persistent link: https://www.econbiz.de/10013021121
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Millennials as luxury wine buyers in the United States?
Higgins, Lindsey; Wolf, Marianne McGarry - In: International journal of wine business research : IJWBR 28 (2016) 3, pp. 190-205
Persistent link: https://www.econbiz.de/10011563733
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Market opportunity analysis : text and cases
Stevens, Robert E.; Sherwood, Philip K.; Dunn, J. Paul; … - 2006
Persistent link: https://www.econbiz.de/10002851069
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Marketing foundations
Pride, William M.; Ferrell, Odies C. - 2011 - 4th ed., International ed.
Persistent link: https://www.econbiz.de/10003934926
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Evaluation von Positionierungs- und Kommunikationsstrategien
Cornelius, Britta Elisabeth - 2009
Persistent link: https://www.econbiz.de/10003916618
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Marketing foundations
Pride, William M.; Ferrell, Odies C. - 2009 - 3. ed., Internat. ed.
Persistent link: https://www.econbiz.de/10003846578