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1
Marketing under Uncertainty : The Logic of an Effectual Approach
Marketing under Uncertainty : The Logic of an Effectual Approach
Stuart Read, | American Marketing Association | 2009 ,
2
Auctioning Keywords in Online Search
Auctioning Keywords in Online Search
Jianqing Chen, | American Marketing Association | 2009 ,
3
Expanding the Role of Marketing : From Customer Equity to Market Capitalization
Expanding the Role of Marketing : From Customer Equity to Market Capitalization
V. Kumar and Denish Shah, | American Marketing Association | 2009 ,
4
Networked Narratives: Understanding Word-of-Mouth Marketing in Online Communities
Networked Narratives: Understanding Word-of-Mouth Marketing in Online Communities
Robert V. Kozinets, | American Marketing Association | 2010 ,
5
What Makes Brands Elastic? The Influence of Brand Concept and Styles of Thinking on Brand Extension Evaluation
What Makes Brands Elastic? The Influence of Brand Concept and Styles of Thinking on Brand Extension Evaluation
Alokparna Basu Monga, | American Marketing Association | 2010 ,
6
Flow Signals : How Patterns over Time Affect the Acceptance of Start-up Firms
Flow Signals : How Patterns over Time Affect the Acceptance of Start-up Firms
Jade S. DeKinder and Ajay K. Kohli, | American Marketing Association | 2008 ,
7
Does Academic Research Help or Hurt MBA Programs?
Does Academic Research Help or Hurt MBA Programs?
Debanjan Mitra and Peter N. Golder, | American Marketing Association | 2008 ,
8
Consumer Response to Drug Risk Information: The Role of Positive Affect
Consumer Response to Drug Risk Information: The Role of Positive Affect
Anthony D. Cox, | American Marketing Association | 2010 ,
9
Referral Programs and Customer Value
Referral Programs and Customer Value
Philipp Schmitt, | American Marketing Association | 2011 ,
10
Do Frontline Mechanisms Matter? Impact of Quality and Productivity Orientations on Unit Revenue, Efficiency, and Customer Satisfaction
Do Frontline Mechanisms Matter? Impact of Quality and Productivity Orientations on Unit Revenue, Efficiency, and Customer Satisfaction
Detelina Marinova, | American Marketing Association | 2008 ,
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