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

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  Año 2011, Vol. 75, Número 4

  • The Asymmetric Effects of Extending Brands to Lower and Higher Quality.

    Timothy B. Heath, Devon DelVecchio, Michael S. McCarthy

    págs. 3-20

    

  • Getting a Grip on the Saddle: Chasms or Cycles?

    Deepa Chandrasekaran, Gerard J. Tellis

    págs. 21-34

    

  • Emotional Brand Attachment and Brand Personality: The Relative Importance of the Actual and the Ideal Self.

    Lucia Mälar, Harley Krohmer, Wayne D. Hoyer, Bettina Nyffenegger

    págs. 35-52

    

  • Facilitating and Rewarding Creativity During New Product Development.

    James E. Burroughs, Darren W. Dahl, C. Page Moreau, Amitava Chattopadhyay, Gerald J. Gorn

    págs. 53-67

    

  • Stock Market Reaction to Unexpected Growth in Marketing Expenditure: Negative for Sales Force, Contingent on Spending Level for Advertising.

    MinChung Kim, Leigh M. McAlister

    págs. 68-85

    

  • The Impact of Incomplete Typeface Logos on Perceptions of the Firm.

    Henrik Hagtvedt

    págs. 86-93

    

  • Enough is Enough! The Fine Line in Executing Multichannel Relational Communication.

    Andrea Godfrey, Kathleen Seiders, Glenn B. Voss

    págs. 94-109

    

  • The Alignment of Contract Terms for Knowledge-Creating and Knowledge-Appropriating Relationship Portfolios.

    Jongkuk Lee

    págs. 110-127

    

  • Introduction to the Journal of Marketing 75Th Anniversary Special Section.

    Ajay K. Kohli

    pág. 128

    

  • To JM on Its 75th Anniversary.

    Ruth N. Bolton

    págs. 129-131

    

  • Reinventing Marketing to Manage the environmental Imperative.

    Philip Kotler

    págs. 132-135

    

  • A Framework for Conceptual Contributions in Marketing.

    Deborah J. Maclnnis

    págs. 136-154

    

  • Sophistication in Research in Marketing.

    Donald R. Lehmann, Leigh McAlister, Richard Staelin

    págs. 155-165

    

  • Impact of Emerging Markets on Marketing: Rethinking Existing Perspectives and Practices.

    Jagdish N. Sheth

    págs. 166-182

    

  • Closing the Marketing Capabilities Gap.

    George S. Day

    págs. 183-195

    

  • Bridging the Academic-Practitioner Divide in Marketing Decision Models.

    Gary L. Lilien

    págs. 196-210

    

  • On Managerial Relevance.

    Bernard Jaworski

    págs. 211-224

    

  • Marketing Scholarship 2.0.

    Richard J. Lutz

    págs. 225-234