, to see if you have full access to this publication.
Volume No access
Volume 44 (2022), Edition 3
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.
Search publication
Bibliographic data
- ISSN-Print
- 0344-1369
- ISSN-Online
- 0344-1369
- Publisher
- Vahlen, München
- Language
- German
- Product type
- Volume
Articles
Article
Open Access Full access
Page 2 - 2
Verlag C.H.Beck, München 2022
Authors:
Article
No access
Page 3 - 23
Despite the considerable body of work on customer value, the literature remains highly fragmented and thus surprisingly silent on two elementary questions: (1) whether a firm should focus more strongly on the product core (a product’s basic...
Verlag C.H.Beck, München 2022
Authors:
Article
No access
Page 24 - 43
Despite the widespread use of multiple sales channels and the significant potential benefits and drawbacks associated with this strategy, relatively few studies have researched this topic. Therefore, this paper identifies and explores the impact of...
Verlag C.H.Beck, München 2022
Authors:
Article
Open Access Full access
Page 44 - 59
Significant resources are spent each year on sales forces and the means by which to enhance their effectiveness during a sales interaction or presentation. Specifically, studies point to the importance of charismatic nonverbal cues (for example,...
Verlag C.H.Beck, München 2022
Authors:
Article
No access
Page 60 - 78
Owing to their premium prices, luxury brands carry considerable financial risk for consumers. Drawing from evolutionary research, we theorize that exposure to eroticism in luxury advertising enhances consumers’ willingness to take financial risks...
Verlag C.H.Beck, München 2022
Authors:
