Marketing - Universiteit

The first part of a comprehensive and concise summary of the material for the International Marketing exam. It includes all the topics and arguments covered in lectures 1, 2 and 3, as well as chapters 1, 2, 3, 5, 7, 18.

Rijksuniversiteit Groningen / Marketing / International Marketing

Principles of Marketing 17th Edition

This document contains a summary of all compulsory reading and video material for the course Consumer Psychology in the MSc Marketing at the University of Groningen. The literature list is as follows; -Aronson, E, Wilson, T., & Brewer, M. (1998) Iyengar, ...

Rijksuniversiteit Groningen / Marketing / Consumer Psychology

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) Lieber...

Rijksuniversiteit Groningen / Marketing / Strategic marketing

Summaries of 22 articles which are required reading for consumer psychology for the Master Marketing. Iyengar, S. & Lepper, M. (2000). When Choice is Demotivating: Can One Desire Too Much of a Good Thing? Journal of Personality and Social Psychology, 79 (6...

Rijksuniversiteit Groningen / Marketing / Consumer Psychology

Summary of the book The Psychology of Advertising 2nd edition by Bob M. Fennis and Wolfgang Stroebe.

Rijksuniversiteit Groningen / Marketing / Marketing Communication

The Psychology of Advertising by Bob M Fennis, Wolfgang Stroebe