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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 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.​

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.

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