Zobrazeno 1 - 10
of 95
pro vyhledávání: '"Marnik G. Dekimpe"'
Autor:
Peter N. Golder, Marnik G. Dekimpe, Jake T. An, Harald J. van Heerde, Darren S.U. Kim, Joseph W. Alba
Publikováno v:
Journal of Marketing, 87(3), 319-336. American Marketing Association
A theory-first paradigm tends to be the dominant approach in much academic marketing research. In this approach, a theory is borrowed, refined, or developed and then tested empirically. In this challenging-the-boundaries article, the authors make a c
Publikováno v:
International Journal of Research in Marketing, 39(4), 1275-1295. Elsevier
International Journal of Research in Marketing, 39(4), 1275-1295. Elsevier Science BV
International Journal of Research in Marketing, 39(4), 1275-1295. Elsevier Science BV
Retailers increasingly adopt temporary loyalty programs (TLPs), in which consumers have limited time, often less than half a year, to save stamps and redeem highly discounted rewards. These programs often run alongside the retailers’ permanent loya
Publikováno v:
Journal of the Academy of Marketing Science.
Hard discounters are moving away from an almost exclusive private-label (PL) focus by adding a select set of big-name brands to their otherwise scanty assortments. However, to what extent consumers benefit from this strategy remains unclear. This stu
Publikováno v:
Journal of Marketing Research, 59(2), 251-270. American Marketing Association
The field's knowledge of marketing-mix elasticities is largely restricted to developed countries in the North-Atlantic region, even though other parts of the world—especially the Indo-Pacific Rim region—have become economic powerhouses. To better
Autor:
Nick J.F. Bombaij, Marnik G. Dekimpe
Publikováno v:
International Journal of Research in Marketing, 37(1), 175-195. Elsevier Science BV
Many grocery retailers carry a loyalty program (LP). However, little is known under what conditions these programs are more or less effective. We provide a contingency framework that considers various design, retailer, and country characteristics tha
Publikováno v:
Marketing Letters, 31(1), 25-29. Springer New York
In spite of the growing success of the online channel, brick-and-mortar stores can continue to play a pivotal role in consumers’ shopper journey. We discuss how technology can be a key enabler by allowing physical stores to offer the level of conve
Publikováno v:
International Journal of Research in Marketing, 39(2), 502-521. Elsevier Science BV
The marketing mix (MM) is an integral part of a firm’s marketing strategy sitting at the nexus between a company and the marketplace. As such, it evolves together with the marketplace and its stakeholders. Over the past decade, three fundamental gl
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_dedup___::6058df60d3418327b5a786287fd7e0a0
https://lirias.kuleuven.be/handle/123456789/681404
https://lirias.kuleuven.be/handle/123456789/681404
Autor:
Inge Geyskens, Marnik G. Dekimpe
Publikováno v:
Journal of Retailing, 95(1), 6-9. Elsevier BV
Publikováno v:
International Journal of Research in Marketing, 38(2), 271-289. Elsevier Science BV
International Journal of Research in Marketing
International Journal of Research in Marketing, 38(2), 271-289. Elsevier
International Journal of Research in Marketing
International Journal of Research in Marketing, 38(2), 271-289. Elsevier
This study examines how online display ads, alone or in combination with more conventional media (television and print), can help drive sales in the consumer packaged goods (CPG) sector. It also assesses how the combined sales effect of online and of
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_dedup___::95de854dfa60dd5f9680ef9e5c22a8d4
https://research.tilburguniversity.edu/en/publications/750e0e5d-a740-4c52-bec0-8f632ac41b4e
https://research.tilburguniversity.edu/en/publications/750e0e5d-a740-4c52-bec0-8f632ac41b4e
Publikováno v:
Journal of Marketing Research, 57(4), 677-694. American Marketing Association
The authors study the consequences of rebranding multiple category-specific private-label (PL) brands by “opening the umbrella” and unifying them under a common brand name. Retailers expect positive consequences that may manifest themselves in tw
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_dedup___::4193117eb9dca8198654599f810209d0
https://lirias.kuleuven.be/handle/20.500.12942/713989
https://lirias.kuleuven.be/handle/20.500.12942/713989