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11
Uniting the Tribes: Using Text for Marketing Insight
Uniting the Tribes: Using Text for Marketing Insight
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Uniting the Tribes: Using Text for Marketing Insight

Berger, Jonah ; Humphreys, Ashlee ; Ludwig, Stephan ; Moe, Wendy W. ; Netzer, Oded ; Schweidel, David A.

Journal of marketing, 2020-01, Vol.84 (1), p.1-25 [Periódico revisado por pares]

Los Angeles, CA: Sage Publications, Inc

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12
Understanding the Marketing Department's Influence within the Firm
Understanding the Marketing Department's Influence within the Firm
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Understanding the Marketing Department's Influence within the Firm

Verhoef, Peter C. ; Leeflang, Peter S. H.

Journal of marketing, 2009-03, Vol.73 (2), p.14-37 [Periódico revisado por pares]

Chicago: American Marketing Association

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13
Expanding the Role of Marketing: From Customer Equity to Market Capitalization
Expanding the Role of Marketing: From Customer Equity to Market Capitalization
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Expanding the Role of Marketing: From Customer Equity to Market Capitalization

Kumar, V. ; Shah, Denish

Journal of marketing, 2009-11, Vol.73 (6), p.119-136 [Periódico revisado por pares]

Chicago: American Marketing Association

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14
Artificial Intelligence in Utilitarian vs. Hedonic Contexts: The “Word-of-Machine” Effect
Artificial Intelligence in Utilitarian vs. Hedonic Contexts: The “Word-of-Machine” Effect
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Artificial Intelligence in Utilitarian vs. Hedonic Contexts: The “Word-of-Machine” Effect

Longoni, Chiara ; Cian, Luca

Journal of marketing, 2022-01, Vol.86 (1), p.91-108 [Periódico revisado por pares]

Los Angeles, CA: SAGE Publications

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15
Marketing Agility: The Concept, Antecedents, and a Research Agenda
Marketing Agility: The Concept, Antecedents, and a Research Agenda
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Marketing Agility: The Concept, Antecedents, and a Research Agenda

Kalaignanam, Kartik ; Tuli, Kapil R. ; Kushwaha, Tarun ; Lee, Leonard ; Gal, David

Journal of marketing, 2021-01, Vol.85 (1), p.35-58 [Periódico revisado por pares]

Los Angeles, CA: SAGE Publications

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16
What Drives Managerial Use of Marketing and Financial Metrics and Does Metric Use Affect Performance of Marketing-Mix Activities?
What Drives Managerial Use of Marketing and Financial Metrics and Does Metric Use Affect Performance of Marketing-Mix Activities?
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What Drives Managerial Use of Marketing and Financial Metrics and Does Metric Use Affect Performance of Marketing-Mix Activities?

Mintz, Ofer ; Currim, Imran S.

Journal of marketing, 2013-03, Vol.77 (2), p.17-40 [Periódico revisado por pares]

Chicago: American Marketing Association

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17
Motivating Sales Reps for Innovation Selling in Different Cultures
Motivating Sales Reps for Innovation Selling in Different Cultures
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Motivating Sales Reps for Innovation Selling in Different Cultures

Hohenberg, Sebastian ; Homburg, Christian

Journal of marketing, 2016-03, Vol.80 (2), p.101-120 [Periódico revisado por pares]

Los Angeles, CA: American Marketing Association

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18
Is Market Orientation a Source of Sustainable Competitive Advantage or Simply the Cost of Competing?
Is Market Orientation a Source of Sustainable Competitive Advantage or Simply the Cost of Competing?
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Is Market Orientation a Source of Sustainable Competitive Advantage or Simply the Cost of Competing?

Kumar, V ; Jones, Eli ; Venkatesan, Rajkumar ; Leone, Robert P

Journal of marketing, 2011-01, Vol.75 (1), p.16-30 [Periódico revisado por pares]

Chicago: SAGE PUBLICATIONS, INC

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19
Assessing Performance Outcomes in Marketing
Assessing Performance Outcomes in Marketing
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Assessing Performance Outcomes in Marketing

Katsikeas, Constantine S. ; Morgan, Neil A. ; Leonidou, Leonidas C. ; Tomas, G. ; Huit, M.

Journal of marketing, 2016-03, Vol.80 (2), p.1-20 [Periódico revisado por pares]

Los Angeles, CA: American Marketing Association

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20
A Theories-in-Use Approach to Building Marketing Theory
A Theories-in-Use Approach to Building Marketing Theory
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A Theories-in-Use Approach to Building Marketing Theory

Zeithaml, Valarie A. ; Jaworski, Bernard J. ; Kohli, Ajay K. ; Tuli, Kapil R. ; Ulaga, Wolfgang ; Zaltman, Gerald

Journal of marketing, 2020-01, Vol.84 (1), p.32-51 [Periódico revisado por pares]

Los Angeles, CA: Sage Publications, Inc

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