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Verlag C.H.Beck, München 2019
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Volume 41 (2019), Edition 4
Marketing ZFP- Journal:
- Marketing ZFP
- Publisher:
- 2019
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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Verlag C.H.Beck, München 2019
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The consideration of preference heterogeneity in consumer choice behavior has become state of the art. In addition, the identification of consumer segments remains essential for marketing managers. For disaggregate consumer choice data representing...
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Missing values are ubiquitous in empirical marketing research. If missing data are not dealt with properly, this can lead to a loss of statistical power and distorted parameter estimates. While traditional approaches for handling missing data (e.g.,...
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Empirical research in marketing often is, at least in parts, exploratory. The goal of exploratory research, by definition, extends beyond the empirical calibration of parameters in well established models and includes the empirical assessment of...
Verlag C.H.Beck, München 2019
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