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Marketing-Controlling: Marketingeffektivität und -effizienz sicherstellen
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Marketing-Controlling: Marketingeffektivität und -effizienz sicherstellen (2021)Marketing-Controlling: Marketingeffektivi…Marketing-Konzeption (2019)Marketing-KonzeptionKonsumentenverhalten (2019)KonsumentenverhaltenDemonstrating the Value of Marketing (2016)Demonstrating the Value of Ma…Marketingplanung (2014)MarketingplanungWhat Drives Managerial Use of Marketing and Financial Metrics and Does Metric Use Affect Performance of Marketing-Mix Activities? (2012)What Drives Managerial Use of…The Thought Worlds of Marketing and Sales: Which Differences Make a Difference? (2007)The Thought Worlds of Marketi…Marketingcontrolling: Sicherstellen von Marketingeffektivität und -effizienz (2007)Marketingcontrolling: Sichers…Measuring Marketing Productivity: Current Knowledge and Future Directions (2004)Measuring Marketing Productiv…Marketing Performance Management (2004)Marketing Performance Managem…Vahlens Großes Marketinglexikon (2001)Vahlens Großes Marketinglexik…Value-based marketing (2000)Value-based marketingPersuasion, pride and prejudice: how ads work (2000)Persuasion, pride and prejudi…Marketing Performance Assessment (1990)Marketing Performance Assessm…Grundlagen der Unternehmungsplanung (1980)Grundlagen der Unternehmungsp…From sales obsession to marketing effectiveness (1977)From sales obsession to marke…A dynamic model of relationships among advertising, consumer awareness, attitudes, and behavior. (1974)A dynamic model of relationsh…Managing Brand Equity (1991)Managing Brand Equity (1991)Conceptualizing, Measuring, and Managing Customer-Based Brand Equity (1993)The performance impact of marketing resources (2003)Digital Content Marketing's Role in Fostering Consumer Engagement, Trust, and Value: Framework, Fundamental Propositions, and Implications (2018)Theory of the firm: Managerial behavior, agency costs and ownership structure (1976)A resource‐based view of the firm (1984)Common method biases in behavioral research: A critical review of the literature and recommended remedies. (2003)Challenges and solutions for marketing in a digital era (2014)The use of Web analytics for digital marketing performance measurement (2015)Organizing for Marketing Excellence (2016)Evaluating Structural Equation Models with Unobservable Variables and Measurement Error (1981)Structural equation modeling in practice: A review and recommended two-step approach. (1988)Understanding the Marketing Department's Influence within the Firm (2009)Are social media replacing traditional media in terms of brand equity creation? (2012)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)Return on Marketing: Using Customer Equity to Focus Marketing Strategy (2003)The Impact of Customer Relationship Characteristics on Profitable Lifetime Duration (2003)The Debate over Doing Good: Corporate Social Performance, Strategic Marketing Levers, and Firm-Idiosyncratic Risk (2009)Decisions with Multiple Objectives (1993)Principles of Forecasting (2001)Effects of Word-of-Mouth versus Traditional Marketing: Findings from an Internet Social Networking Site (2009)Digital marketing: A framework, review and research agenda (2016)Improving Consumer Mindset Metrics and Shareholder Value through Social Media: The Different Roles of Owned and Earned Media (2017)Digitization capability and the digitalization of business models in business-to-business firms: Past, present, and future (2019)Begriffsabgrenzungen und Erscheinungsformen von Marken (2004)The influence of eco‐labelling on consumer behaviour – results of a discrete choice analysis for washing machines (2006)Grundlagen der Gestaltung des Leistungsprogramms (2007)Firm-Level Export Performance Assessment: Review, Evaluation, and Development (2000)A Configuration Theory Assessment of Marketing Organization Fit with Business Strategy and Its Relationship with Marketing Performance (2003)The Effect of a Market Orientation on Business Profitability (1990)The Effect of a Market Orientation on Business Profitability (1990)The Capabilities of Market-Driven Organizations (1994)Coming Out of the Niche? Social Banking in Germany: An Empirical Analysis of Consumer Characteristics and Market Size (2017)Grundlagen des Marketing (2019)Kollegiale Beratung in einem agilen Umfeld erfolgreich einführen (2019)Gender differences in German consumer decision‐making styles (2004)Der Zusammenhang zwischen Kundenzufriedenheit und Kundenbindung (2005)
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References

  • 2004Measuring Marketing Productivity: Current Knowledge and Future Directions1,126 cited
  • 2019Konsumentenverhalten784 cited
  • 1977From sales obsession to marketing effectiveness579 cited
  • 2007The Thought Worlds of Marketing and Sales: Which Differences Make a Difference?400 cited
  • 2000Value-based marketing374 cited
  • 2012What Drives Managerial Use of Marketing and Financial Metrics and Does Metric Use Affect Performance of Marketing-Mix Activities?218 cited
  • 2016Demonstrating the Value of Marketing217 cited
  • 1990Marketing Performance Assessment179 cited
  • 2019Marketing-Konzeption130 cited
  • 2001Vahlens Großes Marketinglexikon102 cited
  • 1980Grundlagen der Unternehmungsplanung99 cited
  • 2000Persuasion, pride and prejudice: how ads work65 cited
  • 2004Marketing Performance Management60 cited
  • 1974A dynamic model of relationships among advertising, consumer awareness, attitudes, and behavior.58 cited
  • 2007Marketingcontrolling: Sicherstellen von Marketingeffektivität und -effizienz48 cited
  • 2014Marketingplanung

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