Zobrazeno 1 - 10
of 10
pro vyhledávání: '"Markus Meierer"'
Publikováno v:
Marketing Science, 40 (4)
Customer base analysis of noncontractual businesses builds on modeling purchases and latent attrition. With the Pareto/NBD model, this has become a straightforward exercise. However, this simplicity comes at a price. Customer-level predictions often
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_dedup___::995dad3b53e0b89714e555a24142a4d7
https://doi.org/10.1287/mksc.2020.1254
https://doi.org/10.1287/mksc.2020.1254
Publikováno v:
WiSt - Wirtschaftswissenschaftliches Studium. 37:532-539
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_________::530bde52c4fcc9b8ade13503eaa499dc
https://doi.org/10.15358/0340-1650-2008-10-532
https://doi.org/10.15358/0340-1650-2008-10-532
Publikováno v:
Proceedings of the 2010 Academy of Marketing Science (AMS) Annual Conference ISBN: 9783319117966
Corporate branding strategies are gaining more and more importance. Recently, a growing number of firms in the fast moving consumer goods sector, which is historically dominated by product brands, communicate their corporate brand actively towards st
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_________::791c490945da248a15fd38ac5d1b75f5
https://doi.org/10.1007/978-3-319-11797-3_79
https://doi.org/10.1007/978-3-319-11797-3_79
Publikováno v:
Proceedings of the 2009 Academy of Marketing Science (AMS) Annual Conference ISBN: 9783319108636
Corporate Brand Management gained in importance in recent literature, but rarely in terms of cross-national effects among employees in a multinational corporation. However, a strong corporate brand can contribute to an enduring differentiating positi
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_________::05e2c51451c8516cfa42c403fc7c87d7
https://doi.org/10.1007/978-3-319-10864-3_120
https://doi.org/10.1007/978-3-319-10864-3_120
Autor:
Markus Meierer
Publikováno v:
International Corporate Brand Management ISBN: 9783834924605
Does standardization of corporate branding across countries work? Does endorsing product brands by corporate branding pay off? Marketers have to understand how the information that consumers associate with a company and its products affects their res
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_________::e2400884a2cebcd6b45292052d92829f
https://doi.org/10.1007/978-3-8349-6319-2_4
https://doi.org/10.1007/978-3-8349-6319-2_4
Autor:
Markus Meierer
Publikováno v:
International Corporate Brand Management
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_________::4252da8355221c592662ed7286e9546e
https://doi.org/10.1007/978-3-8349-6319-2
https://doi.org/10.1007/978-3-8349-6319-2
Autor:
Markus Meierer
Publikováno v:
International Corporate Brand Management ISBN: 9783834924605
Even in industries dominated by product brands, internationally standardized corporate brands gain in importance. Consumers evaluate specific corporate associations, e.g., customer orientation, and corporate image as an overall picture of the organiz
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_________::3dfe2c6488e37d6ebd04a478b78064b1
https://doi.org/10.1007/978-3-8349-6319-2_2
https://doi.org/10.1007/978-3-8349-6319-2_2
Autor:
Markus Meierer
Publikováno v:
International Corporate Brand Management ISBN: 9783834924605
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_________::88c54e83a213fdaa0d4f194c8a69cad1
https://doi.org/10.1007/978-3-8349-6319-2_1
https://doi.org/10.1007/978-3-8349-6319-2_1
Autor:
Markus Meierer
Publikováno v:
International Corporate Brand Management ISBN: 9783834924605
Corporate branding is recently gaining in importance in the FMCG sector. A growing number of firms use their internationally standardized corporate brands as an endorsement to their local, regional and international product brands. Nevertheless, litt
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_________::8215fe4db3a5ddf5457849e2fadcc66c
https://doi.org/10.1007/978-3-8349-6319-2_3
https://doi.org/10.1007/978-3-8349-6319-2_3
Autor:
Markus Meierer
Marketers have to understand how the information that consumers associate with a company and its products affects their responses to those products. Adressing this issue, Markus Meierer analyzes firstly if consumers from Germany, France, Romania, Rus