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13 articles for the course Strategic Marketing summarized - Reasoning about competitive reactions: evidence from executives (Montgomery, Moore & Urbany, 2005) - First-mover (dis) advantages: retrospective and link with the resource-based view (1998) Lieberman & Montgomery - Should firms spend more on R&D and advertising during recessions (2011) Srinivasan, Lilien & Sridhar - Double jeopardy revisited Ehrenberg, Goodhardt, Barwise (1990) - Brand portfolio strategy and firm performance, Morgan & Rego (2009) - Marketing and firm value metrics, methods, findings and future directions (2009) Scrinivasan & Hanssens - Linking brand equity to customer equity - Putting the service profit chain to work (1994) - Rust, Moorman and Dickson (002 Getting return on quality revenu expansion, cost reduction, or both - Ataman, van Heerde & Mela (2010) Long-term effect of marketing strategy on brand sales - Wedel (2011) Is segmentation history - Understanding the marketing department - Reasoning about competitive reactions (Montgomery, Moore, Urbany, 2005)
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- School: Rijksuniversiteit Groningen
- Course: Marketing
- Subject: Strategic marketing
- All documents for this course ›
- Year of study: Master
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- Section: Summaries
- Made on: 01-07-2019
- Type: .pdf
- Pages: 24
- Language: English
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