Now showing items 11-14 of 14
Effects of word-of-mouth versus traditional marketing: findings from an internet social networking site
(American Marketing Association, 2009-09)
The authors study the effect of word-of-mouth (WOM) marketing on member growth at an Internet social networking site and compare it with traditional marketing vehicles. Because social network sites record the electronic ...
Dashboards as a service why, what, how, and what research is needed?
Recent years have seen the introduction of a “marketing dashboard” that brings the firm’s key marketing metrics into a single display. Service firms across industries have created such dashboards either by themselves or ...
What does it take to get promoted in marketing academia? Understanding exceptional publication productivity in the leading marketing journals
(American Marketing Association, 2009-01)
Institutional competition to retain and recruit marketing scholars capable of publishing in the leading marketing journals has intensified. While increased emphasis has been placed on publication productivity in the leading ...
Exploring correlates of product launch in collaborative ventures: an empirical investigation of pharmaceutical alliances
This paper examines collaborative ventures leading toward the launch of new products in the pharmaceutical industry. These collaborative ventures are one of the most underresearched areas in the new product literature, yet ...
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