Invited Commentaries on "Evolving to a New Dominant Logic for Marketing"
Ruth N. Bolton, Shelby D. Hunt, Steven M. Shugan, C. K. Prahalad, George S. Day, John Deighton, Evert Gummesson, Roland T. Rust, Das Narayandas
págs. 18-27
Product Complements and Substitutes in the Real World: The Relevance of "Other Products"
Barry L. Bayus, Allan D. Shocker
págs. 28-40
First in, First out? The Effects of Network Externalities on Pioneer Survival
Raji Srinivasan, Gary L. Lilien, Arvind Rangaswamy
págs. 41-58
Beyond Adoption: Development and Application of a Use-Diffusion Model
Alladi Chuan-Fong Shih
págs. 59-72
Relationship Governance in a Supply Chain Network
Jan B. Heide, Kenneth H. Wathne
págs. 73-89
Antecedents of Export Venture Performance: A Theoretical Model and Empirical Assessment
Constantine S. Katsikeas, Anna Kaleka, Neil A. Morgan
págs. 90-108
Return on Marketing: Using Customer Equity to Focus Marketing Strategy
Valarie A. Zeithaml, Katherine N. Lemon, Roland T. Rust
págs. 109-127
John C. Mowen, D. Todd Donavan, Tom J. Brown
págs. 128-146
An Empirical Analysis of the Determinants of Retail Margins: The Role of Store-Brand Share
Bari Harlam, Kusum L. Ailawadi
págs. 147-165
págs. 166-167
Marketing and the Bottom Line: Creating the Mea-sures of Success, 2d ed. (Book)
Terry Clark, Bruce Clark
págs. 167-171
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