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Principles, Core, and Intro to Marketing Mgmt Courses

Principles, Core, and Intro to Marketing Mgmt 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.​

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.​

How Well Does Consumer-Based Brand Equity Align with Sales-Based Brand Equity and Marketing Mix Response?
Datta, Hannes, Kusum Ailawadi, and Harald J. van Heerde (2017), “How Well Does Consumer-Based Brand Equity Align with Sales-Based Brand Equity and Marketing Mix Response?,” Journal of Marketing, 81 (3), 1-20.

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.​

New Product Design: Concept, Measurement, and Consequences
Homburg, Christian, Martin Schwemmle, and Christina Kuehnl (2015), “New Product Design: Concept, Measurement, and Consequences,” Journal of Marketing, 79 (3), 41-56.​

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.

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.

Trading on Up: An Examination of Factors Influencing the Degree of Upgrade: Evidence from Cash for Clunkers
Miller, Chadwick J., Michael A. Wiles, and Sungho Park (2019), “Trading on Up: An Examination of Factors Influencing the Degree of Upgrade: Evidence from Cash for Clunkers,” Journal of Marketing, 83 (1), 151-172.

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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