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Measuring Marketing Performance
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Measuring Marketing Performance (2012)Measuring Marketing PerformanceThe Long-Term Effect of Marketing Strategy on Brand Sales (2010)The Long-Term Effect of Marke…Expanding the Role of Marketing: From Customer Equity to Market Capitalization (2009)Expanding the Role of Marketi…Evaluating the Financial Impact of Branding Using Trademarks: A Framework and Empirical Evidence (2009)Evaluating the Financial Impa…Product Innovations, Advertising, and Stock Returns (2008)Product Innovations, Advertis…The New Strategic Brand Management (2004)The New Strategic Brand Manag…Building Models for Marketing Decisions (2000)Building Models for Marketing…‘Strategic brand management’ (1998)‘Strategic brand management’Production, Information Costs and Economic Organization (1996)Production, Information Costs…Managing Brand Equity (1991)Managing Brand EquityBrand Equity: A Perspective on its Meaning and Measurement (1991)Brand Equity: A Perspective o…Decision Support Systems for Marketing Managers (1979)Decision Support Systems for …Marketing Research: Methodological Foundations (1977)Marketing Research: Methodolo…Optimal Advertising Policy Under Dynamic Conditions (1976)Optimal Advertising Policy Un…The Theory of Buyer Behavior (1971)The Theory of Buyer BehaviorModels and Managers: The Concept of a Decision Calculus (1970)Models and Managers: The Conc…The Measurement of Cumulative Advertising Effects (1965)The Measurement of Cumulative…A New Product Growth Model for Consumer Durables (1976)The Changing Role of Marketing in the Corporation (1992)Market Segmentation: Conceptual and Methodological Foundations (1997)On the use of structural equation models for marketing modeling (2000)Creating a Market Orientation: A Longitudinal, Multifirm, Grounded Analysis of Cultural Transformation (2006)The differing and mediating roles of trust and relationship commitment in service relationship maintenance and development (2009)Equilibrium Unemployment as a Worker Discipline Device (1986)Property Rights and the Nature of the Firm (1990)Comparative Economic Organization: The Analysis of Discrete Structural Alternatives (1991)A Paradigm for Developing Better Measures of Marketing Constructs (1979)A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions (1980)The Experiential Aspects of Consumption: Consumer Fantasies, Feelings, and Fun (1982)Beyond Accuracy: What Data Quality Means to Data Consumers (1996)The Impact of Technostress on Role Stress and Productivity (2007)Evaluation of Structural Equation Models Using the Partial Least Squares (PLS) Approach (2009)Asset Stock Accumulation and Sustainability of Competitive Advantage (1989)An Evaluation Cost Model of Consideration Sets (1990)1. On the Concept of Health Capital and the Demand for Health (2017)A new measure of brand personality (2009)The specificity of luxury management: Turning marketing upside down (2009)The impact of user interactions in social media on brand awareness and purchase intention: the case of MINI on Facebook (2013)THE RELATION OF INSTRUMENTAL and SYMBOLIC ATTRIBUTES TO A COMPANY'S ATTRACTIVENESS AS AN EMPLOYER (2003)Customer-based brand equity for a destination (2007)A model of destination branding: Integrating the concepts of the branding and destination image (2010)Customer Evaluations of Service Complaint Experiences: Implications for Relationship Marketing (1998)An Examination of Selected Marketing Mix Elements and Brand Equity (2000)Developing and validating a multidimensional consumer-based brand equity scale (2001)Enhancing New Product Development Performance: An Organizational Learning Perspective (1998)Agent-based simulation of innovation diffusion: a review (2011)Design Science Research Contributions: Finding a Balance between Artifact and Theory (2018)Threats to the External Validity of Brand Extension Research (2001)A REVIEW OF METHODS FOR MEASURING WILLINGNESS-TO-PAY (2006)The Effects of Positive and Negative Online Customer Reviews: Do Brand Strength and Category Maturity Matter? (2013)
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References

  • 1996Production, Information Costs and Economic Organization9,565 cited
  • 1977Marketing Research: Methodological Foundations4,351 cited
  • 1991Managing Brand Equity3,818 cited
  • 1971The Theory of Buyer Behavior2,797 cited
  • 1976Optimal Advertising Policy Under Dynamic Conditions907 cited
  • 1970Models and Managers: The Concept of a Decision Calculus798 cited
  • 2004The New Strategic Brand Management707 cited
  • 1998‘Strategic brand management’529 cited
  • 2000Building Models for Marketing Decisions509 cited
  • 1991Brand Equity: A Perspective on its Meaning and Measurement398 cited
  • 2010The Long-Term Effect of Marketing Strategy on Brand Sales310 cited
  • 1979Decision Support Systems for Marketing Managers291 cited
  • 2009Expanding the Role of Marketing: From Customer Equity to Market Capitalization289 cited
  • 1965The Measurement of Cumulative Advertising Effects272 cited
  • 2009Evaluating the Financial Impact of Branding Using Trademarks: A Framework and Empirical Evidence269 cited
  • 2008Product Innovations, Advertising, and Stock Returns

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