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

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  Año 2019, Vol. 83, Número 2

  • The Temporary Marketing Organization

    Allègre L. Hadida, Jan B. Heide, Simon J. Bell

    págs. 1-18

    

  • Paywalls: Monetizing Online Content

    Adithya Pattabhiramaiah, S. Sriram, Puneet Manchanda

    págs. 19-36

    

  • Lost in a Universe of Markets: Toward a Theory of Market Scoping for Early-Stage Technologies

    Sven Molner, Jaideep C. Prabhu, Manjit S. Yadav

    págs. 37-61

    

  • Seeding as Part of the Marketing Mix: Word-of-Mouth Program Interactions for Fast-Moving Consumer Goods

    Florian Dost, Ulrike Phieler, Michael Haenlein, Barak Libai

    págs. 62-81

    

  • Serial Position Effects on Native Advertising Effectiveness. Differential Results Across Publisher and Advertiser Metrics

    Pengyuan Wang, Guiyang Xiong, Jian Yang

    págs. 82-97

    

  • Creating Effective Online Customer Experiences

    Alexander Bleier, Colleen M Harmeling, Robert W. Palmatier

    págs. 98-119

    

  • Social Comparison in Retailer-Supplier Relationships: Referent Discrepancy Effects

    Hannah S. Lee, David A. Griffith

    págs. 120-137

    

  • Tournaments to Crowdsource Innovation: The Role of Moderator Feedback and Participation Intensity

    Nuno Camacho, Hyoryung Nam, P.K. Kannan, Stefan Stremersch

    págs. 138-157