Marketing ZFP is a platform for the academic dialog between marketing science and marketing practice. It offers critical depictions of the newest developments in the central areas of marketing science and marketing practice. Thereby, Marketing ZFP dedicates itself particularly to the transfer of methodological knowledge into practice.Articles published in Marketing ZFP are peer-reviewed and written in either German or English. English abstracts are available for all articles.The scientific quality of Marketing ZFP has been ranked highly: In the VHB-JOURQUAL Ranking of the German Association for Business Research, the journal is listed among the top five German journals in business research. In GeMark, the German Marketing-Journal Ranking, it is listed in category B.For more information for authors and subscribers, see www.marketing-zfp.de.
Publikation durchsuchen
Bibliographische Angaben
ISSN-Print
0344-1369
ISSN-Online
0344-1369
Verlag
Vahlen, München
Sprache
Deutsch
Produkttyp
Ausgabe
Artikel
Artikel
Kein Zugriff
Seite 1 - 218
Verlag C.H.Beck, München 2014
Artikel
Kein Zugriff
Seite 219 - 220
Verlag C.H.Beck, München 2014
Artikel
Kein Zugriff
Seite 221 - 239
Die vorliegende Studie ist eingebettet in die Medienkontextforschung, die sich mit der Frage auseinandersetzt, inwieweit das Programm bzw. das redaktionelle Umfeld die Rezeption der in diesen Kontext integrierten Werbung beeinflusst. Dabei spielt in...
Verlag C.H.Beck, München 2014
Autor:innen: | | |
Artikel
Kein Zugriff
Seite 240 - 256
Advertising strategies that can compensate the detrimental effects of negative online product reviews have so far received insufficient attention in marketing research. The purpose of this paper is to fill this gap and to examine whether...
Verlag C.H.Beck, München 2014
Autor:innen: |
Artikel
Kein Zugriff
Seite 257 - 266
Sports properties such as mega events or clubs are generally highly attractive partners for corporate sponsors. However, due to their propensity for scandals (e.g. corruption, drug abuse or match fixing), sports properties may at times become...
Verlag C.H.Beck, München 2014
Autor:innen: |
Artikel
Kein Zugriff
Seite 267 - 278
We investigate the application of two topic models, latent Dirichlet allocation (LDA) and the correlated topic model (CTM), to market basket analysis. Topic models measure the association between observed purchases and underlying latent activities...