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

• 

  Año 1999, Vol. 63, Número 1

  • Marketing and Literature: The Anxiety of Academic Influence

    Stephen Brown

    págs. 1-15

    

  • Market Share and Customers' Perceptions of Quality: When Can Firms Grow Their Way to Higher Versus Lower Quality?

    Robert Jacobson, Linda L. Hellofs

    págs. 16-25

    

  • How Advertising Works: What Do We Really Know?

    Tim Ambler, Demetrios Vakratsas

    págs. 26-43

    

  • Strategic Service Pricing and Yield Management

    Steven M. Shugan, Ramarao Desiraju

    págs. 44-56

    

  • Using Advertising Alliances for New Product Introduction: Interactions Between Product Complementarity and Promotional Strategies

    Sridhar Samu, Shanker Krishnan

    págs. 57-74

    

  • Brand Positioning Through Advertising in Asia, North America, and Europe: The Role of Global Consumer Culture

    Dana L. Alden, Jan-Benedict E.M. Steenkamp

    págs. 75-87

    

  • The Ownership Effect in Consumer Responses to Brand Line Stretches

    Amna Kirmani, Sanjay Sood

    págs. 88-101

    

  • Book Reviews

    George Fisk, Terry Clark

    págs. 115-126