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pro vyhledávání: '"J. Andrew Petersen"'
Autor:
Brianna JeeWon Paulich, Stavroula Spyropoulou, Farnoosh Khodakarami, J. Andrew Petersen, V. Kumar
Publikováno v:
International Journal of Research in Marketing. 39:566-582
Multinational corporations (MNCs) are continuing to invest more in expanding into new markets around the world. These firms are faced with determining the optimal go-to-market strategy in these heterogeneous new markets to attract and retain profitab
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_________::427d173f9fdca954ce9c2c402bddb55f
https://doi.org/10.1016/j.ijresmar.2021.09.010
https://doi.org/10.1016/j.ijresmar.2021.09.010
Autor:
Mayank Nagpal, J. Andrew Petersen
Publikováno v:
Journal of Retailing. 97:746-763
We build an empirical framework using search queries and organic click data which provides model-based guidance to SEO practitioners for keyword selection and web content creation. Specifically, we study how search characteristics (search query popul
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_________::262d83945b802e1a9536d385afdb4a61
https://doi.org/10.1016/j.jretai.2020.12.002
https://doi.org/10.1016/j.jretai.2020.12.002
Autor:
J. Andrew Petersen, Franziska Schmid
Publikováno v:
Industrial Marketing Management. 92:72-75
The theory of Outside-in marketing (OIM) emphasizes the importance of internal and external partners of a firm to drive strategies for value creation. OIM is based on four key tenets: market sensing and responses, segmentation and targeting, innovati
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_________::647f4436b94a04a4887f30d1783f9cba
https://doi.org/10.1016/j.indmarman.2020.11.006
https://doi.org/10.1016/j.indmarman.2020.11.006
Publikováno v:
Journal of Personal Selling & Sales Management. 40:132-148
Sales managers often take on the dual responsibilities of managing a sales team and selling to customers. This practice raises questions about how sales managers’ time allocation to managing and se...
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_________::a5d3112d48f026c2db59b87a58e35c33
https://doi.org/10.1080/08853134.2020.1717961
https://doi.org/10.1080/08853134.2020.1717961
Allocating budget optimally to marketing channels is an increasingly difficult venture. This difficulty is compounded by an increase in the number of marketing channels, a rise in siloed data between marketing technologies, and a decrease in individu
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_________::2f0492c9ea502e25df1b9d1ea3e3cc02
https://doi.org/10.1108/s1548-643520210000018007
https://doi.org/10.1108/s1548-643520210000018007
Akademický článek
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Autor:
Aydin Alptekinoglu, J. Andrew Petersen
Publikováno v:
Handbook of Research on Retailing. :220-234
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_________::29c2ab96e12901f5eb0459fb06fb11ad
https://doi.org/10.4337/9781786430281.00019
https://doi.org/10.4337/9781786430281.00019
All customers differ. All customers change. All competitors react. All resources are limited. Robert W. Palmatier's dynamic First Principles of Marketing framework provides the structure for this research-based, action-orientated guide to organizing
Autor:
John Hulland, Amy L. Ostrom, Martin Mende, J. Andrew Petersen, Jenny van Doorn, Dhruv Grewal, Stephanie M. Noble
Publikováno v:
Journal of Service Research, 20(1), 43-58. SAGE Publications Inc.
Technology is rapidly changing the nature of service, customers’ service frontline experiences, and customers’ relationships with service providers. Based on the prediction that in the marketplace of 2025, technology (e.g., service-providing huma
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_dedup___::4bb8745ce014b946e9219e463ce03f79
https://doi.org/10.1177/1094670516679272
https://doi.org/10.1177/1094670516679272