Summary Strategic Marketing
Summary Strategic Marketing
€4,50 Incl. BTW
ISBN:
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Druk: 1e druk
Jaar:
Niveau: WO
Opleiding: Master of Marketing
Studiejaar: Master jaar 1
Categorie: Samenvattingen
Taal: Engels
Aantal pagina’s samenvatting:
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Samenvatting
13 articles for the course Strategic Marketing summarized – Reasoning about competitive reactions: evidence from executives (Montgomery, Moore & Urbany, 2005) – First-mover (dis) advantages: retrospective and link with the resource-based view (1998) Lieberman & Montgomery – Should firms spend more on R&D and advertising during recessions (2011) Srinivasan, Lilien & Sridhar – Double jeopardy revisited Ehrenberg, Goodhardt, Barwise (1990) – Brand portfolio strategy and firm performance, Morgan & Rego (2009) – Marketing and firm value metrics, methods, findings and future directions (2009) Scrinivasan & Hanssens – Linking brand equity to customer equity – Putting the service profit chain to work (1994) – Rust, Moorman and Dickson (002 Getting return on quality revenu expansion, cost reduction, or both – Ataman, van Heerde & Mela (2010) Long-term effect of marketing strategy on brand sales – Wedel (2011) Is segmentation history – Understanding the marketing department – Reasoning about competitive reactions (Montgomery, Moore, Urbany, 2005)
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