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Verlag C.H.Beck, München 2024
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Volume 46 (2024), Edition 4
Marketing ZFP- Journal:
- Marketing ZFP
- Publisher:
- 2024
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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Although the cognitive dimension of customer experience (CX) affects the affective or social dimensions of CX and vice versa in consumers’ thoughts and behavior, our understanding of this reciprocity is limited. The authors fill this gap by...
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This paper employs the Jobs-to-be-done (JTBD) theory to investigate how the pandemic has changed, for the long term, customer behavior when visiting the city center and which “jobs to be done” (abbreviated: jobs) customers now pursue during...
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Startups sind von zentraler Bedeutung zur Lösung der wirtschaftlichen Herausforderungen unserer Zeit. Allerdings scheitern die meisten Startups in ihrem Entwicklungsprozess. Studien zeigen die Bedeutung der Einbindung von Startups in ein...
Verlag C.H.Beck, München 2024
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