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Journal of Marketing Insights in the Classroom

Marketing Strategy Courses

Journal of Marketing Insights in the Classroom

Marketing Doctrine: A Principles-Based Approach to Guiding Marketing Decision Making in Firms:
Challagalla, Goutam, Brian R. Murtha, and Bernard Jaworski (2014), “Marketing Doctrine: A Principles-Based Approach to Guiding Marketing Decision Making in Firms,” Journal of Marketing, 78 (4), 4-20.​

Creating a Market Orientation: A Longitudinal, Multifirm, Grounded Analysis of Cultural Transformation:
Gebhardt, Gary F., Gregory S. Carpenter, and John F. Sherry, Jr. (2006), “Creating a Market Orientation: A Longitudinal, Multifirm, Grounded Analysis of Cultural Transformation,” Journal of Marketing, 70 (4), 37-54.​

Group Marketing: Theory, Mechanisms, and Dynamics:
Harmeling, Colleen M., Robert W. Palmatier, Eric (Er) Fang, and Dianwen Wang (2017) “Group Marketing: Theory, Mechanisms, and Dynamics,” Journal of Marketing, 81 (4), 1-24.​

Seeding Strategies for Viral Marketing: An Empirical Comparison:
Hinz, Oliver, Bernd Skiera, Christian Barrot and Jan U. Becker, “Seeding Strategies for Viral Marketing: An Empirical Comparison,” Journal of Marketing, 75 (6), 55-71.​

Factors Influencing the Effectiveness of Relationship Marketing: A Meta-Analysis:
Palmatier, Robert W., Rajiv P. Dant, Dhruv Grewal, and Kenneth R. Evans (2006), “Factors Influencing the Effectiveness of Relationship marketing: A Meta-Analysis,” Journal of Marketing, 70 (4), 136-153.​

A Strategic Framework for CRM​:
Payne, A.F.T. and Frow, P.E. (2005). “A Strategic Framework for CRM,” Journal of Marketing, 69 (4), 167-176.​

Rethinking Customer Solutions: From Product Bundles to Relational Processes​:
Tuli, Kapil, Ajay K. Kohli, and Sundar G. Bharadwaj (2007), “Rethinking Customer Solutions: From Product Bundles to Relational Processes.” Journal of Marketing, 70 (3), 1-17.​

A Meta-Analysis of Electronic Word-of-Mouth Elasticity:
You, Ya, Gautham G. Vadakkepatt, and Amit M. Joshi. “A Meta-Analysis of Electronic Word-of-Mouth Elasticity.” Journal of Marketing, 79 (2), 19-39.​​​​​​​​​​​​​​​​​​

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