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Volume 39 (2017), Edition 3
Marketing ZFP- Journal:
- Marketing ZFP
- Publisher:
- 2017
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 2 - 3
Verlag C.H.Beck, München 2017
Authors:
Article
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Page 4 - 16
Descriptive statistics and the application of multivariate data analysis techniques such as regression analysis and factor analysis belong to the core set of statistical instruments, and their use has generated findings that have significantly...
Verlag C.H.Beck, München 2017
Authors:
Article
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Page 17 - 31
Aggregate market response models comprise variables which are defined as sums (e. g., of sales, of advertising budgets) or averages (e. g., of prices) across persons or households for a certain store, retail chain, region, etc. We consider sales...
Verlag C.H.Beck, München 2017
Authors:
Article
Open Access Full access
Page 32 - 49
One of the fundamental elements of marketing research is the analysis of consumer choice behaviour. Hereby, researchers aim to identify important determinants that affect the choice among different alternatives. These valuable insights can show how...
Verlag C.H.Beck, München 2017
Authors:
Article
Open Access Full access
Page 50 - 75
Marketing research often involves two levels (e.g., international customers nested within countries or cultures). Multilevel modelling (MLM) allows one to accurately model lower-level (level 1) effects and the surrounding (level 2) context in...
Verlag C.H.Beck, München 2017
Authors:
Article
Open Access Full access
Page 76 - 98
The term mediation analysis encapsulates methodological approaches for determining whether a causal effect of a predictor on an outcome variable can be explained by another variable. This explanatory variable is called a mediator. Mediation analysis...
Verlag C.H.Beck, München 2017
Authors:
