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How Marketing Contributes to the Bottom Line
13 references·0 citing·44 second hop
How Marketing Contributes to the Bottom Line (2008)How Marketing Contributes to the Bottom L…Metrics for Linking Marketing to Financial Performance (2005)Metrics for Linking Marketing…The Economics of Standards (2004)The Economics of StandardsMeasuring Marketing Productivity: Current Knowledge and Future Directions (2004)Measuring Marketing Productiv…Linking Marketing to Financial Performance and Firm Value (2004)Linking Marketing to Financia…Revenue Premium as an Outcome Measure of Brand Equity (2003)Revenue Premium as an Outcome…Real Options Analysis (2003)Real Options AnalysisPersistence Modeling for Assessing Marketing Strategy Performance (2003)Persistence Modeling for Asse…Real Options: A Practitioner's Guide (2001)Real Options: A Practitioner'…Real Options Analysis (2001)Real Options AnalysisCommercial Use of UPC Scanner Data: Industry and Academic Perspectives (1999)Commercial Use of UPC Scanner…Standards, Strategy, and Policy (1995)Standards, Strategy, and Poli…Rethinking the Product Portfolio: A Generalized Investment Model (1988)Rethinking the Product Portfo…The New Deal and the Problem of Monopoly (1966)The New Deal and the Problem …The Nature of the Firm (1937)Portfolio Selection: Efficient Diversification of Investments (1959)The arbitrage theory of capital asset pricing (1976)Corporate Portfolio Management: Appraising Four Decades of Academic Research (2011)Exploration and Long-Run Organizational Performance (2012)Innovation and Marketing in the Pharmaceutical Industry (2013)Managing Brand Equity (1991)Conceptualizing, Measuring, and Managing Customer-Based Brand Equity (1993)The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty (2001)Corporate reputation and customer behavioral intentions: The roles of trust, identification and commitment (2008)The evolving brand logic: a service-dominant logic perspective (2009)Digital Content Marketing's Role in Fostering Consumer Engagement, Trust, and Value: Framework, Fundamental Propositions, and Implications (2018)Mental Accounting and Consumer Choice (1985)Market Segmentation: Conceptual and Methodological Foundations (1997)Competitive Price Discrimination Strategies in a Vertical Channel Using Aggregate Retail Data (2003)Forecasting and operational research: a review (2008)Marketing accountability: Linking marketing actions to financial results (2008)Mental Accounting and Consumer Choice (2008)Customer Satisfaction, Market Share, and Profitability: Findings From Sweden (1994)Customer Satisfaction, Market Share, and Profitability: Findings from Sweden (1994)Market-Based Assets and Shareholder Value: A Framework for Analysis (1998)Customer Satisfaction, Cash Flow, and Shareholder Value (2005)Brands Matter: An Empirical Demonstration of the Creation of Shareholder Value Through Branding (2006)Customer Engagement as a New Perspective in Customer Management (2010)Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research (1975)Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence (1988)The Impact of Customer Relationship Characteristics on Profitable Lifetime Duration (2003)A Customer Lifetime Value Framework for Customer Selection and Resource Allocation Strategy (2004)The Debate over Doing Good: Corporate Social Performance, Strategic Marketing Levers, and Firm-Idiosyncratic Risk (2009)Compensation, Turnover, and Top Management Incentives: Historical Evidence (1997)Antitrust Policy: A Century of Economic and Legal Thinking (2000)The Case for Antitrust Enforcement (2003)Real Options and IT Platform Adoption: Implications for Theory and Practice (2004)What IsNotA Real Option: Considering Boundaries for the Application of Real Options to Business Strategy (2004)Common and fundamental factors in stock returns of Canadian oil and gas companies (2006)A REAL OPTIONS DESIGN FOR PRODUCT OUTSOURCING (2003)Financial Modeling with Crystal Ball and Excel (2007)TESTING THE WATERS: USING COLLECTIVE REAL OPTIONS TO MANAGE THE SOCIAL DILEMMA OF STRATEGIC ALLIANCES. (2011)The Social Foundations of the Bureaucratic Order (2004)The impact of patents and standards on macroeconomic growth: a panel approach covering four countries and 12 sectors (2007)Design Theory for Dynamic Complexity in Information Infrastructures: The Case of Building Internet (2010)Launch Strategy, Launch Tactics, and Demand Outcomes (1999)Product Strategy for Innovators in Markets with Network Effects (2004)Principles for Conducting Critical Realist Case Study Research in Information Systems1 (2012)
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References

  • 2004Measuring Marketing Productivity: Current Knowledge and Future Directions1,114 cited
  • 2001Real Options: A Practitioner's Guide1,053 cited
  • 2003Revenue Premium as an Outcome Measure of Brand Equity1,006 cited
  • 2004The Economics of Standards359 cited
  • 1966The New Deal and the Problem of Monopoly316 cited
  • 2004Linking Marketing to Financial Performance and Firm Value282 cited
  • 1999Commercial Use of UPC Scanner Data: Industry and Academic Perspectives207 cited
  • 1995Standards, Strategy, and Policy180 cited
  • 1988Rethinking the Product Portfolio: A Generalized Investment Model84 cited
  • 2001Real Options Analysis75 cited
  • 2005Metrics for Linking Marketing to Financial Performance62 cited
  • 2003Real Options Analysis51 cited
  • 2003Persistence Modeling for Assessing Marketing Strategy Performance43 cited

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