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Verlag C.H.Beck, München 2016
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Volume 38 (2016), Edition 1
Marketing ZFP- Journal:
- Marketing ZFP
- Publisher:
- 2016
Summary
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.
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Bibliographic data
- ISSN-Print
- 0344-1369
- ISSN-Online
- 0344-1369
- Publisher
- Vahlen, München
- Language
- German
- Product type
- Volume
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Current economic developments, like shorter product life cycles, strongly determine firms’ market operations. In this context, in recent years, the strategy of transforming from a pure product supplier to a service provider, also known as service...
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The omnipresence of Word of mouth (WOM) within social media and among online retailer sites increasingly urges marketing practice to strive for “followers,” “likes,” and “posts.” Marketing objectives as well as its success measurements...
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Many studies in marketing science and practice have shown that the measurement and monitoring of marketing activities is an essential step in quantifying marketing success. Furthermore, nowadays in addition to offline channels (e. g., television,...
Verlag C.H.Beck, München 2016
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