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Summary of all articles for the course Strategic Decision-Making in Marketing. The following articles are included: 1.1. Market orientation, customer value, and superior performance Slater & Narver 1994 1.2. Closing the marketing capabilities gap Day 201...
Rijksuniversiteit Groningen / Strategic Innovation Management / Strategic Decision-Making in MarketingSummary of the article 'Linking brand equity to customer equity' by Leone, Rao, Keller, Luo, McAlister & Srivastava (2006) Course: Strategic Decision-Making in Marketing
Rijksuniversiteit Groningen / Strategic Innovation Management / Strategic Decision-Making in MarketingSummary of the article 'Undervalued or overvalued customers: capturing total customer engagement value' by Kumar et al. (2010) Course: Strategic Decision-Making in Marketing
Rijksuniversiteit Groningen / Strategic Innovation Management / Strategic Decision-Making in MarketingSummary of the article 'Successful customer value management: Key lessons and emerging trends' by Verhoef & Lemon (2013) Course: Strategic Decision-Making in Marketing
Rijksuniversiteit Groningen / Strategic Innovation Management / Strategic Decision-Making in MarketingSummary of the article 'Unlock the mysteries of your customer relationships' by Avery, Fournier & Wittenbraker (2014) Course: Strategic Decision-Making in Marketing
Rijksuniversiteit Groningen / Strategic Innovation Management / Strategic Decision-Making in MarketingSummary of the article 'Customer centricity: the construct and the operational antecedents' by Lamberti (2013) Course: Strategic Decision-Making in Marketing Note from lecturer: focus on 588-601. Therefore, only these pages are included in this summary.
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Upload documentSummary of the article 'Customer intimacy and other value disciplines' by Treacy & Wiersema (1993) Course: Strategic Decision-Making in Marketing
Rijksuniversiteit Groningen / Strategic Innovation Management / Strategic Decision-Making in MarketingSummary of the article 'The impact of incomplete typeface logos on perceptions of the firm' by Hagtvedt (2011) Course: Strategic Decision-Making in Marketing
Rijksuniversiteit Groningen / Strategic Innovation Management / Strategic Decision-Making in MarketingSummary of the article 'Fluency of pharmaceutical drug names predicts perceived hazardousness, assumed side effects and willingness to buy' by Dohle & Siegrist (2014)
Rijksuniversiteit Groningen / Strategic Innovation Management / Strategic Decision-Making in MarketingSummary of the article 'If it tastes bad it must be good: consumer naïve theories and the marketing placebo effect' by Wright, Da Costa Hernandez, Sundar, Dinsmore & Kardes (2013) Course: Strategic Decision-Making in Marketing
Rijksuniversiteit Groningen / Strategic Innovation Management / Strategic Decision-Making in MarketingSummary of the article 'Automatic effects of brand exposure on motivated behavior: how Apple makes you think different' by Fitzsimons, Chartrand & Fitzsimons (2008) Course: Strategic Decision-Making in Marketing
Rijksuniversiteit Groningen / Strategic Innovation Management / Strategic Decision-Making in Marketing