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Marketing Strategy Courses

A Meta-Analysis of Electronic Word-of-Mouth Elasticity
Ya You, Gautham G. Vadakkepatt, and Amit M. Joshi (2015)

A Strategic Framework for CRM:
Adrain Payne and Pennie Frow (2005)

An Empirical Examination of the “Rule of Three”: Strategy Implications for Top Management, Marketers, and Investors
Can Z. Uslay, Ayca Altintig, and Robert D. Winsor (2010)

An Integrated Power and Efficiency Model of Contractual Channel Governance: Theory and Empirical Evidence
Stephen J. Carson and Mrinal Ghosh (2019)

App Popularity: Where in the World Are Consumers Most Sensitive to Price and User Ratings?
Raoul Kübler, Koen Pauwels, Gökhan Yildirim and Thomas Fandrich (2018)

Can Advertising Investments Counter the Negative Impact of Shareholder Complaints on Firm Value?
Simone Wies, Arvid O. I. Hoffmann, Jaakko Aspara, and Joost M. E. Pennings (2019)

Creating Effective Online Customer Experiences
Alexander Bleier, Colleen M. Harmeling, and Robert W. Palmatier (2019)

Creating a Market Orientation: A Longitudinal, Multifirm, Grounded Analysis of Cultural Transformation
Gary F. Gebhardt, Gregory S. Carpenter, and John F. Sherry, Jr. (2006)

Customer Experience Journeys: Loyalty Loops versus Involvement Spirals
Anton Siebert; Ahir Gopaldas; Andrew Lindridge, and Cláudia Simões (2020)

Customer Satisfaction and its Impact on the Future Costs of Selling
Lim Leon Gim. Kapil R. Tuli, Rajdeep Grewal (2020)

Dynamic Governance Matching in Solution Development
Laura Colm, Andrea Ordanini, and Torsten Bornemann (2019)

Effect of Contract Ambiguity in Interorganizational Governance
Xu (Vivian) Zheng, David A. Griffith, Ling Ge, and Uri Benoliel (2020)

Effects of Liberalization on Incumbent Firms’ Marketing Mix Responses and Performance: Evidence from a Quasi-Experiment
Nandini Ramani and Raji Srinivasan (2019)

Factors Influencing the Effectiveness of Relationship Marketing: A Meta-Analysis
Robert W. Palmatier, Rajiv P. Dant, Dhruv Grewal, and Kenneth R. Evans (2006)

Gear Manufacturers as Contestants in Sports Competitions: Breeding and Branding Returns
Yvonne van Everdingen, Vijay Ganesh Hariharan, and Stefan Stremersch (2019)

Group Marketing: Theory, Mechanisms, and Dynamics
Colleen M. Harmeling, Robert W. Palmatier, Eric (Er) Fang, and Dianwen Wang (2017)

Improvised Marketing Interventions in Social Media
Abhishek Borah, Sourindra Banerjee, Yu-Ting Lin and Apurv Jain (2020)

Improving Consumer Mindset Metrics and Shareholder Value through Social Media: The Different Roles of Owned and Earned Media
Anatoli Colicev, Ashwin Malshe, Koen Pauwels, and Peter O’Connor (2018)

Let’s Make a “Deal”: How Deal Collectives Co-Produce Unintended Value from Sales Promotions
Colin Campbell and Hope Jensen Schau (2019)

Lost in a Universe of Markets: Toward a Theory of Market Scoping for Early-Stage Technologies
Sven Molner, Jaideep C. Prabhu, and Manjit S. Yadav (2019)

Marketing Doctrine: A Principles-Based Approach to Guiding Marketing Decision Making in Firms
Goutam Challagalla, Brian R. Murtha, and Bernard Jaworski (2014)

Marketing Excellence: Nature, Measurement, and Investor Valuations
Christian Homburg, Marcus Theel and Sebastian Hohenberg

Marketing in the Sharing Economy
Giana M. Eckhardt, Mark B. Houston, Baojun Jiang, Cait Lamberton, Aric Rindfleisch and Georgios Zervas (2019)

Penny for Your Preferences: Leveraging Self-Expression to Encourage Small Prosocial Gifts
Jacqueline Rifkin, Katherine Du, and Jonah Berger (2020)

Pleasant Ambient Scents: A Meta-Analysis of Customer Responses and Situational Contingencies
Holger Roschk and Masoumeh Hosseinpour (2019)

Price Promotions and Popular Events
Wiebke I.Y. Keller, Barbara Deleersnyder, and Karen Gedenk (2019)

Rethinking Customer Solutions: From Product Bundles to Relational Processes​
Tuli, Kapil, Ajay K. Kohli, and Sundar G. Bharadwaj (2007(

Sales-to-Marketing Job Transitions
Jeff S. Johnson and Joseph M. Matthes (2018)

Sales Force Downsizing and Firm-Idiosyncratic Risk: The Contingent Role of Investors’ Screening and Firm’s Signaling Processes
Nikolaos G. Panagopoulos, Ryan Mullins, and Panagiotis Avramidis (2018)

Scheduling Content on Social Media: Theory, Evidence, and Application
Yixing Chen Kanuri, and Shrihari Sridhar (2018)

Seeding Strategies for Viral Marketing: An Empirical Comparison
Oliver Hinz, Bernd Skiera, Christian Barrot and Jan U. Becker (2011)

The Long Reach of Sponsorship: How Fan Isolation and Identification Jointly Shape Sponsorship Performance
Marc Mazodier, Conor M. Henderson and Joshua T. Beck (2018)

The New Product Portfolio Innovativeness-Stock Returns Relationship: The Role of Large Individual Investors’ Culture
Paola Cillo, David Griffith and Gaia Rubera (2018)

The Relative Effects of B2B (vs. B2C) Service Innovations on Firm Value and Firm Risk: An Empirical Analysis
Thomas Dotzel and Venkatesh Shankar (2019)

The Temporary Marketing Organization
Allègre L. Hadida, Jan B. Heide and Simon J. Bell (2019)

The Unintended Consequence of Price-Based Service Recovery Incentives
Vamsi K. Kanuri and Michelle Andrews (2019)

Uncle Sam Rising: Performance Implications of Business-to-Government Relationships
Brett W. Josephson, Ju-Yeon Lee, Babu John Mariadoss, and Jean L. Johnson (2019)

What Drives Herding Behavior in Online Ratings? The Role of Rater Experience, Product Portfolio, and Diverging Opinions
Sarang Sunder, Kihyun Hannah Kim and Eric A. Yorkston (2019)

When and How Board Members with Marketing Experience Facilitate Firm Growth
Kimberly A. Whitler, Ryan Krause, and Donald R. Lehmann (2018)

When and Why Saying “Thank You” Is Better Than Saying “Sorry” in Redressing Service Failures: The Role of Self-Esteem
Yanfen You, Xiaojing Yang, Lili Wang and Xiaoyan Deng (2020)

When Does Corporate Social Irresponsibility Become News? Evidence from More Than 1,000 Brand Transgressions Across Five Countries
Samuel Stäbler and Marc Fischer (2020)

With Power Comes Responsibility: How Powerful Marketing Departments Can Help Prevent Myopic Management (2019)
Raji Srinivasan and Nandini Ramani ​

Entrants Impact Sales of Incumbent Software in Platform Markets
Allen, B.J., Richard Gretz, Mark Houston, Suman Basuroy (2021)

Connecting to Place, People, and Past: How Products Make Us Feel Grounded
Eichinger, Isabel, Martin Schreier, and Stijn M.J. van Osselaer (2021)

Virtual Reality in New Product Development: Insights from Pre-Launch Sales Forecasting for Durables
Harz, Nathalie, Sebastian Hohenberg and Christian Homburg (2021)

Can Encroachment Benefit Hotel Franchisees?
Kim, TI Tongil, Sandy Jap (2021)

Serendipity: Chance Encounters in the Marketplace Enhance Consumer Satisfaction
Kim, Aekyoung, Felipe M. Affonso, Juliano Laran & Kristina M. Durante (2021)

Measuring the Real-Time Stock Market Impact of Firm-Generated Content
Lacka, Ewelina , D. Eric Boyd, Gbenga Ibikunle, and P.K. Kannan (2021)

The Economic and Social Impacts of Migration on Brand Expenditure: Evidence from Rural India
Vishal Narayan, Shreya Kankanhalli (2021)

The Impact of Corporate Social Responsibility on Brand Sales: An Accountability Perspective
Dionne Nickerson, Michael Lowe, Adithya Pattabhiramaiah, Alina Sorescu (2021)

The Concept of Authenticity: What it Means to Consumers
Joseph C. Nunes, Andrea Ordanini, Gaia Giambastiani (2021)

Regulating Product Recall Compliance in the Digital Age: Evidence from the “Safe Cars Save Lives” Campaign
Sotires Pagiavlas, Kartik Kalaignanam, Manpreet Gill, Paul D. Bliese (2021)

How Consumer Orchestration Work Creates Value in the Sharing Economy
Daiane Scaraboto, Bernando Figueiredo (2021)

Despite Efficiencies, M&As Reduce Firm Value by Hurting Customer Satisfaction
Nita Umashankar, Cem Bahadir, Sundar Bharadwaj (2021)

Shedding Light on the Dark Side of Firm Lobbying: A Customer Perspective
Gautham G. Vadakkepatt, Sandeep Arora, Kelly D. Martin, Neeru Paharia (2021)

How Physical Stores Enhance Customer Value: The Importance of Product Inspection Depth
Jonathan Z. Zhang, Chun-wei Chang, Scott A. Neslin (2021)

How Physical Stores Enhance Customer Value: The Importance of Product Inspection Depth
Jonathan Z. Zhang, Chun-wei Chang, Scott A. Neslin (2021)

Platform Exploitation: When Service Agents Defect with Customers from Online Service Platforms
Qiang Zhou, B.J. Allen, Richard T. Gretz, Mark B. Houston (2021)

GMO Labeling Policy and Consumer Choice
Youngju Kim, SunAh Kim & Neeraj Arora

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