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Marketing Strategy Courses

Marketing Strategy Courses

Journal of Marketing Insights in the Classroom

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.​​​​​​​​​​​​​​​​​​

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.​

An Empirical Examination of the “Rule of Three”: Strategy Implications for Top Management, Marketers, and Investors
Uslay, Can, Z. Ayca Altintig, and Robert D. Winsor (2010), “An Empirical Examination of the “Rule of Three”: Strategy Implications for Top Management, Marketers, and Investors,” Journal of Marketing, 74 (2), 20-39.

Can Advertising Investments Counter the Negative Impact of Shareholder Complaints on Firm Value?
Wies, Simone, Arvid O. I. Hoffmann, Jaakko Aspara, and Joost M. E. Pennings (2019), “Can Advertising Investments Counter the Negative Impact of Shareholder Complaints on Firm Value?,” Journal of Marketing, 83 (4), 58-80.

Creating Effective Online Customer Experiences
Bleier, Alexander, Colleen M. Harmeling, and Robert W. Palmatier (2019), “Creating Effective Online Customer Experiences,” Journal of Marketing, 83 (2), 98–119.

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.​

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.​

Gear Manufacturers as Contestants in Sports Competitions: Breeding and Branding Returns
van Everdingen, Yvonne, Vijay Ganesh Hariharan, and Stefan Stremersch (2019), “Gear Manufacturers as Contestants in Sports Competitions: Breeding and Branding Returns,” Journal of Marketing, 83 (3), 126–144.

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.​

Improving Consumer Mindset Metrics and Shareholder Value through Social Media: The Different Roles of Owned and Earned Media
Colicev, Anatoli, Ashwin Malshe, Koen Pauwels, and Peter O’Connor (2018), “Improving Consumer Mindset Metrics and Shareholder Value through Social Media: The Different Roles of Owned and Earned Media,” Journal of Marketing, 82 (1), 37–56.

Lost in a Universe of Markets: Toward a Theory of Market Scoping for Early-Stage Technologies
Molner, Sven, Jaideep C. Prabhu, and Manjit S. Yadav (2019), “Lost in a Universe of Markets: Toward a Theory of Market Scoping for Early-Stage Technologies”, Journal of Marketing, 83 (2), 37-61.

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.​

Price Promotions and Popular Events
Keller, Wiebke I.Y., Barbara Deleersnyder, and Karen Gedenk (2019), “Price Promotions and Popular Events,” Journal of Marketing, 83 (1), 73–88.

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.​

Sales-to-Marketing Job Transitions
Johnson, Jeff S. and Joseph M. Matthes (2018), “Sales-to-Marketing Job Transitions,” Journal of Marketing, 82 (4), 32–48.

Sales Force Downsizing and Firm-Idiosyncratic Risk: The Contingent Role of Investors’ Screening and Firm’s Signaling Processes
Panagopoulos, Nikolaos G., Ryan Mullins, and Panagiotis Avramidis (2018),
“Sales Force Downsizing and Firm-Idiosyncratic Risk: The Contingent Role of Investors’ Screening and Firm’s Signaling Processes,” Journal of Marketing, 82 (6), 71-88.

Scheduling Content on Social Media: Theory, Evidence, and Application
Kanuri, Yixing Chen, and Shrihari Sridhar (2018), “Scheduling Content on Social Media: Theory, Evidence, and Application,” Journal of Marketing, 82 (6), 89-108.

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.​

The Long Reach of Sponsorship: How Fan Isolation and Identification Jointly Shape Sponsorship Performance
Mazodier, M., Henderson, C. M., & Beck, J. T. (2018), “The Long Reach of Sponsorship: How Fan Isolation and Identification Jointly Shape Sponsorship Performance,” Journal of Marketing, 82 (6), 28–48.

The New Product Portfolio Innovativeness-Stock Returns Relationship: The Role of Large Individual Investors’ Culture
Cillo, Paola, David Griffith and Gaia Rubera (2018), “The New Product Portfolio Innovativeness-Stock Returns Relationship: The Role of Large Individual Investors’ National Culture,” Journal of Marketing, 82 (6), 49-70.

Uncle Sam Rising: Performance Implications of Business-to-Government Relationships
Josephson, Brett W., Ju-Yeon Lee, Babu John Mariadoss, and Jean L. Johnson (2019), “Uncle Sam Rising: Performance Implications of Business-to-Government Relationships,” Journal of Marketing, 83 (1), 51-72.

When and How Board Members with Marketing Experience Facilitate Firm Growth
Whitler, Kimberly A., Ryan Krause, and Donald Rd. Lehmann (2018), “When and How Board Members with Marketing Experience Facilitate Firm Growth,” Journal of Marketing, 82 (5), 86-105.

With Power Comes Responsibility: How Powerful Marketing Departments Can Help Prevent Myopic Management
Srinivasan, Raji and Nandini Ramani (2019), “With Power Comes Responsibility: How Powerful Marketing Departments Can Help Prevent Myopic Management,” Journal of Marketing, 83 (3), 108-125.​

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