Journal of marketing: A quarterly publication of the american marketing association

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  Año 2008, Vol. 72, Número 3

  • Drivers of Success for Market Engry into China and India.

    Joseph Johnson, Gerard J. Tellis

    págs. 1-13

    

  • Moving from Free to Fee: How Online Firms Market to Change Their business Model Successfully.

    Koen Pauwels, Allen Weiss

    págs. 14-31

    

  • The Curse of Competitiveness: How Advice from Experienced Colleagues and Training Can Hurt Marketing Profitability.

    Ajay Kalra, David A. Soberman

    págs. 32-47

    

  • Delight by Design: The Role of Hedonic Versus Utilitarian Benefits.

    Ravindra Chitturi, Rajagopal Raghunathan, Vijay Mahajan

    págs. 48-63

    

  • Holistic Package Design and Consumer Brand Impressions.

    Ulrich R. Orth, Keven Malkewitz

    págs. 64-81

    

  • Instant Customer Base Analysis: Managerial Heuristics Often "Get it Right".

    Markus Wübben, Florian v. Wangenheim

    págs. 82-93

    

  • Competitive Response to Radical Product Innovations.

    Khaled Aboulnasr, Om Narasimhan, Edward Blair, Rajesh Chandy

    págs. 94-110

    

  • Negative Spillover in Brand Portfolios: Exploring the Antecedents of asymmetric Effects.

    Jing Lei, Niraj Dawar, Jos Lemming

    págs. 111-123

    

  • Segmented Switchers and Ratailer Pricing Strategies.

    Cenk Koças, Jonathan D. Bohlmann

    págs. 124-142