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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)

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)

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

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

Search other Insights in the Classroom​
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