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Marketing Performance Summary (Articles and Lectures)

Summary of all the exam-relevant articles and lecture notes. Articles: 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. Hanssens, Dominique M. and Koen H. Pauwels (2016). Demonstrating the Value of Marketing. Haumann, Till, Benjamin Quaiser, Jan Wieseke, and Mario Rese (2014). Footprints in the Sands of Time: A Comparative Analysis of the Effectiveness of Customer Satisfaction and Customer-Company Identification over Time. Hillebrand, Bas, Paul H. Driessen, and Oliver Koll (2015). Stakeholder Marketing: Theoretical Foundations and Consequences for Marketing Capabilities. Homburg, Christian, Martin Artz, and Jan Wieseke (2012). Marketing Performance Measurement Systems: Does Comprehensiveness Really Improve Performance? Homburg, Christian, Laura Ehm, and Martin Artz (2015). Measuring and Managing Consumer Sentiment in an Online Community Environment. Homburg, Christian and Christian Pflesser (2000). A Multiple-Layer Model of Market-Oriented Organizational Culture: Measurement Issues and Performance Outcomes. Katsikeas, Constantine S. , Neil A. Morgan, Leonidas C. Leonidou, and G. Tomas M. Hult (2016). Assessing Performance Outcomes in Marketing. Kirca, Ahmet H., Satish Jayachandran, and William O. Bearden (2005). Market Orientation: A Meta-Analytic Review and Assessment of Its Antecedents and Impact on Performance. Kumar, V. (2018). A Theory of Customer Valuation: Concepts, Metrics, Strategy, and Implementation. Leroi-Werelds, Sara, Sandra Streukens, Michael K. Brady, and Gilbert Swinnen (2014). Assessing the Value of Commonly Used Methods for Measuring Customer Value: A Multi-Setting Empirical Study. Maignan, Isabelle and O.C. Ferrell (2004). Corporate Social Responsibility and Marketing: An Integrative Framework. Palmatier, Robert W., Rajiv R. Dant, Dhruv Grewal, and Kenneth R. Evans (2006). Factors Influencing the Effectiveness of Relationship Marketing: A Meta-Analysis. Rust, Roland T., Katherine N. Lemon, and Valarie N. Zeithaml (2001). Driving Customer Equity: Linking Customer Lifetime Value to Strategic Marketing Decisions (MSI Working Paper Report 01-108). Cambridge, MA: Marketing Science Institute. Verhoef, Peter C. and Peter S.H. Leeflang (2009). Understanding the Marketing Department's Influence within the Firm. Verma, Varsha, Dheeraj Sharma, and Jagdish Sheth (2016). Does Relationship Marketing Matter in Online Retailing? A Meta-Analytic Approach.

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  • 1. Resume - Marketing & innovation summary articles and lecture notes
  • 2. Resume - International brand management: summary articles lectures chapter 1,7, and 15
  • 3. Resume - Marketing performance summary (articles and lectures)
  • 4. Resume - Consumer behavior summary (book, articles, and lectures)
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