Customizing Prices in Online Markets

Autor: Werner Reinartz

Publikováno v: Symphonya, Iss 1, Pp 55-65 (2002)

Dynamic pricing is the dynamic adjustment of prices to consumers depending on the value these customers attribute to a good. Underlying the concept of dynamic pricing is what marketers call price customization. Price customization is the charging of

Externí odkaz: https://doaj.org/article/9a1fc830424246cba1f8f79246a28c4e

Examining artificial intelligence (AI) technologies in marketing via a global lens: Current trends and future research opportunities

Autor: Andreas Kaplan, Aric Rindfleisch, Werner Reinartz, Praveen K. Kopalle, Divya Ramachandran, Manish Gangwar

Publikováno v: International Journal of Research in Marketing. 39:522-540

Artificial intelligence (AI) has captured substantial interest from a wide array of marketing scholars in recent years. Our research contributes to this emerging domain by examining AI technologies in marketing via a global lens. Specifically, our le

Externí odkaz: https://explore.openaire.eu/search/publication?articleId=doi_________::bfc7704fa13a6b00617cc040958bceb7
https://doi.org/10.1016/j.ijresmar.2021.11.002

Capturing Retailers’ Brand and Customer Focus

Autor: Simeng Han, Bernd Skiera, Werner Reinartz

Publikováno v: Journal of Retailing. 97:582-596

This article uses information from two data sources, Compustat and Nexis Uni, and textual analysis to measure and validate the brand focus and customer focus of 109 U.S. listed retailers. The results from an analysis of their 853 earnings calls in 20

Externí odkaz: https://explore.openaire.eu/search/publication?articleId=doi_________::df383f49ed3a551cbf7dc1198fff0099
https://doi.org/10.1016/j.jretai.2021.01.001

Communicating Brands in Television Advertising

Autor: Werner Reinartz, Maren Becker, Norris I. Bruce

Publikováno v: Journal of Marketing Research, 57(2), 236-256. American Marketing Association
Bruce, N I, Becker, M & Reinartz, W 2020, ' Communicating Brands in Television Advertising ', Journal of Marketing Research, vol. 57, no. 2, pp. 236-256 . https://doi.org/10.1177/0022243719892576

Many studies have quantified the effects of TV ad spending or gross rating points on brand sales. Yet this effect is likely moderated by the different types of brand-related messages or cues (e.g., logo, brand attributes) embedded in the ads and by t

Externí odkaz: https://explore.openaire.eu/search/publication?articleId=doi_dedup___::a73c43a8341d6a2bcbcec1ab919f2b2a
http://www.scopus.com/inward/record.url?scp=85083782761&partnerID=8YFLogxK

The Platformization of Brands

Autor: Werner Reinartz, Julian R. K. Wichmann, Nico Wiegand

Publikováno v: Wichmann, J, Wiegand, N & Reinartz, W J 2022, ' The Platformization of Brands ', Journal of Marketing, vol. 86, no. 1, pp. 109-131 . https://doi.org/10.1177/00222429211054073
Journal of Marketing, 86(1), 109-131. American Marketing Association

Digital platforms that aggregate products and services, such as Google Shopping or Amazon, have emerged as powerful intermediaries to brand offerings, challenging traditional product brands that have largely lost direct access to consumers. As a coun

Externí odkaz: https://explore.openaire.eu/search/publication?articleId=doi_dedup___::cf957d5bb91d406382d8ae230d22b265
https://research.vu.nl/en/publications/2578eb83-91da-4361-b535-759b9b3f268d