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Verlag C.H.Beck, München 2015
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Volume 37 (2015), Edition 2
Marketing ZFP- Journal:
- Marketing ZFP
- Publisher:
- 2015
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 67 - 68
Verlag C.H.Beck, München 2015
Article
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Page 69 - 78
Brand alliances provide the opportunity to increase value expectations on the customer side because customers consider co-branding a creditable signal of a reasoned decision by the participating brands to offer a product superior to a potential...
Verlag C.H.Beck, München 2015
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Page 79 - 89
It is essential for marketers to understand which situational and individual factors influence how retirees evaluate age-related labels and which age-related labels (e.g., “Retiree,” “60+,” or “Senior”) they can effectively use to...
Verlag C.H.Beck, München 2015
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Page 90 - 100
Verlag C.H.Beck, München 2015
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Page 101 - 110
This study presents a conceptual replication of the effect of partitioned prices on consumer responses in a subscription service setting. Contrasting Morwitz/Greenleaf/Johnson’s (1998) seminal article, the results of an online experiment reveal...
Verlag C.H.Beck, München 2015
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