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Obligatory articles Marketing Strategy
These are all of the obligatory articles for the course Marketing Strategy ()
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Summary The cooperation of marketing theory and the ethic of responsibility: an analysis with focus on two views on value creation (Haase)
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Summary Rethinking Marketing (Rust, Moorman, Bhalla)
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Summary Research in Marketing Strategy (Morgan, Whitler, Feng, Chari)
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Summary Organizing for Marketing Excellence (Moorman, Day)
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Summary New telecommunication technologies, big data and online behavioral advertising: do we need an ethical analysis? (Nill, Li, Schribrowsky)
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Summary Entry Timing: Enduring Lessons and Future Directions (Zachary, Gianiodis, Payne, Markman)
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Summary Cost-effective Service Excellence (Wirtz, Zeithaml)
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Summary Corporate Board Interlocks and New Product Introductions (Srinavasan, Wuyts, Mallapragada)
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Summary Assessing Performance Outcomes in Marketing (Katsikeas, Morgan, Leonidou, Hult)
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Summary A Theory of Customer Valuation: Concepts, Metrics, Strategy, and Implementation (Kumar)
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Summary A Framework for Ethical Reasoning (Sucher, Hêhsieh)
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