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Volume 44 (2022), Edition 2
Marketing ZFP- Journal:
- Marketing ZFP
- Publisher:
- 2022
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
Articles
Article
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Page 3 - 23
According to agenda-setting theory, the media determine what we have to think about and how we have to think about it. While there is ample evidence that this holds true in social and political contexts, our analysis advises caution when drawing...
Verlag C.H.Beck, München 2022
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Page 24 - 43
Today, technology companies are paying increased attention to the provision of digital services, and business customers’ actual usage process has become a pivotal concern. Thus, technology companies are turning their focus to customer value...
Verlag C.H.Beck, München 2022
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Article
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Page 44 - 62
Companies have short lives – most start-ups are no longer in business ten years after their foundation. Numerous studies have investigated the factors that have a life-prolonging effect. What has been ignored so far is the influence of the company...
Verlag C.H.Beck, München 2022
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