The assessment of consumer scholarship must move beyond a mere counting of the number of “A”s on a researcher’s CV to include at least some measure of impact. To facilitate a broader assessment of scholarship in consumer research, we provide detailed statistics on the productivity and...

This paper estimates a single pricing factor from index options and shows that it can explain a large set of prominent stock return anomalies jointly. A key feature of the new pricing factor is that it is a U-shaped function of index returns, implying that investors demand an upside risk...

At present, the degree of formalization in market economy research in the context of active operation of norms and averages is limited by the low degree of homogeneity of the mass of market objects. The solution to the problem lies in the layer-by-layer dissection of the market in accordance...

This study developed a scale of co-created value (CCV) from the service-dominant logic perspective. Value co-creation highlighted by service-dominant logic has drawn the attention of academia; however, the actual value, as an outcome of value co-creation, is not yet fully measured. The present...

The improvement and development of a company is something that must be faced by an entrepreneur, therefore students of Pelita Bangsa University Management Department are required to research and present the results of their research again in order to know what to do as a picture of the future,...

This report outlines the core component research necessary to commence a website build to market a small company, namely - a local solicitors. The purpose of the internship corresponding to this report was to apply the technical and theoretical knowledge garnered from studying for the...

This article aims to examine the contribution of Vargo and Lusch (V&L) to service-dominant logic (S-D logic) thinking from the first time it appeared until now. No previous study has specifically analyzed all contributions of V&L since the phenomenon appearance of their article about this...

Marketing is one of the most optimistic business disciplines with the goal of serving consumers or organizations and increasing customer satisfaction and happiness. The COVID-19 pandemic has disrupted the optimism of the world, thus hindering these marketing goals. This book explore the...

Einleitung -- Die Entwicklung der deutschen Marketingwissenschaft und -praxis von 1950 bis 1990 -- Die Anwendung von Erkenntnissen der absatzwirtschaftlichen bzw. Marketingtheorie in der Dortmunder Brauindustrie von 1950 bis 1990 -- Resümee -- Anhang.

"The field of marketing science has evolved significantly in the last 70 years. Throughout its rich history, developments in this field have always been anchored on marketing phenomena that drew on economics, statistics, operations research, and related disciplines. This book reviews the...

"Today's marketing is all about creating customer value and engagement in a fast-changing, increasingly digital and social marketplace. Marketing starts with understanding consumer needs and wants, determining which target markets the organization can serve best, and developing a compelling...

Chapter 1: S-D Logic as Persuasive Discourse -- Chapter 2: Rhetorical Analysis and Marketing Texts -- Chapter 3: Rhetoric and the Agonistic Moment of S-D Logic -- Chapter 4: The Rhetorical Evolution of S-D Logic -- Chapter 5: A Rhetorical Analysis of sdlogic.net -- Chapter 6: The Rhetoric of...