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1
Brand-Specific Leadership : Turning Employees into Brand Champions
Brand-Specific Leadership : Turning Employees into Brand Champions
Felicitas M. Morhart, | American Marketing Association | 2009 ,
2
Testing the Value of Customization : When Do Customers Really Prefer Products Tailored to Their Preferences?
Testing the Value of Customization : When Do Customers Really Prefer Products Tailored to Their Preferences?
Nikolaus Franke, | American Marketing Association | 2009 ,
3
Effects of Word-of-Mouth versus Traditional Marketing : Findings from an Internet Social Networking Site
Effects of Word-of-Mouth versus Traditional Marketing : Findings from an Internet Social Networking Site
Michael Trusov, | American Marketing Association | 2009 ,
4
Managing Dynamics in a Customer Portfolio
Managing Dynamics in a Customer Portfolio
Christian Homburg, | American Marketing Association | 2009 ,
5
Marketing Alliances, Firm Networks, and Firm Value Creation
Marketing Alliances, Firm Networks, and Firm Value Creation
Vanitha Swaminathan and Christine Moorman, | American Marketing Association | 2009 ,
6
How Brand Community Practices Create Value
How Brand Community Practices Create Value
Hope Jensen Schau, | American Marketing Association | 2009 ,
7
The Interplay among Category Characteristics, Customer Characteristics, and Customer Activities on In-Store Decision Making
The Interplay among Category Characteristics, Customer Characteristics, and Customer Activities on In-Store Decision Making
J. Jeffrey Inman, | American Marketing Association | 2009 ,
8
The Role of Customer Gratitude in Relationship Marketing
The Role of Customer Gratitude in Relationship Marketing
Robert W. Palmatier, | American Marketing Association | 2009 ,
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