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Verlag C.H.Beck, München 2025
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Volume 47 (2025), Edition 1
Marketing ZFP- Journal:
- Marketing ZFP
- Publisher:
- 2025
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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Multinational corporations (MNCs) implement corporate social responsibility (CSR) initiatives in different regulative environments to attract consumers internationally. However, while CSR in general impacts consumer behavior across nations, it is...
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By examining repeat purchases, we study the effect of customer loyalty on the ability to up-sell. Using an extensive dataset from optical retail including the sales activities of more than 410 opticians over 20 years, we track and analyze customer...
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Sentiment Analysis (SA) has found widespread success in marketing. Marketing scholars and practitioners have used SA to identify pain points, user requirements and issues using freely available online customer reviews from shopping websites, or user...
Verlag C.H.Beck, München 2025
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