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Marketingmanagement
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Marketingmanagement (2012)MarketingmanagementVom Homo Oeconomicus zum Homo Digitalis – Die Veränderung der Informationsasymmetrien durch die Digitalisierung (2017)Vom Homo Oeconomicus zum Homo…Kommunikation für Nonprofit-Organisation (2016)Kommunikation für Nonprofit-O…Sustainable Marketing – Definition und begriffliche Abgrenzung (2014)Sustainable Marketing – Defin…Commodity Marketing – Eine Einführung (2014)Commodity Marketing – Eine Ei…Guerrilla Marketing—Innovative or Parasitic Marketing? (2013)Guerrilla Marketing—Innovativ…Strategic marketing for nonprofit organizations (1985)Strategic Marketing for Non Profit Organizations (2017)Marketingmanagement (2020)Competitive Strategy: Techniques for Analyzing Industries and Competitors (1980)Competitive Advantage: Creating and Sustaining Superior Performance (1985)Conceptualizing, Measuring, and Managing Customer-Based Brand Equity (1993)Grundlagen des Marketing (2007)The Effects of Guerilla Marketing on Gen Y’s Purchase Intention — A Study in Ho Chi Minh City, Vietnam (2015)The gladiatorial sponsorship arena: how ambushing impacts memory (2019)Does the guerrilla win, if he does not lose? Advertising media practitioners' views on guerrilla marketing challenges and potential negative consequences (2020)Die Betriebswirtschaft (1953)Maximizing Business Returns to Corporate Social Responsibility (CSR): The Role of CSR Communication (2010)Concepts and Definitions of CSR and Corporate Sustainability: Between Agency and Communion (2012)Unternehmen zwischen Digitalisierung und Nachhaltigkeit – eine empirische Untersuchung (2018)Grundlagen des Marketing (2023)Sustainable Service Management – State of the Art und Managementherausforderungen (2024)An experimental analysis of ultimatum bargaining (1982)Neuroeconomics: How Neuroscience Can Inform Economics (2005)Private traits and attributes are predictable from digital records of human behavior (2013)
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  • 2013Guerrilla Marketing—Innovative or Parasitic Marketing?38 cited
  • 2014Sustainable Marketing – Definition und begriffliche Abgrenzung24 cited
  • 2014Commodity Marketing – Eine Einführung22 cited
  • 2017Vom Homo Oeconomicus zum Homo Digitalis – Die Veränderung der Informationsasymmetrien durch die Digitalisierung16 cited
  • 2016Kommunikation für Nonprofit-Organisation13 cited

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