| MIR talks to Stan Sthanunathan, Vice President of Marketing Strategy and Insights, Coca-Cola Company
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2011 |
Sthanunathan, Stan |
| Reducing assortments without losing business : key lessons for retailers and manufacturers
|
2011 |
Sloot, Laurens M. |
| Turning employees into brand champions : leadership style makes a difference
|
2011 |
Morhart, Felicitas M. |
| When your best customers become your worst enemies : does time really heal all wounds?
|
2011 |
Grégoire, Yany |
| Common "wisdom" put to the test : "bad news is good news" and "sex sells"
|
2011 |
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| The "risky" side of brand equity : how brands reduce capital costs
|
2011 |
Rego, Lopo L. |
| Preference markets in new product development
|
2011 |
Dahan, Ely |
| Should top management get involved in market information collection efforts?
|
2011 |
Harmancioglu, Nukhet |
| When more is less and less is more : the psychology of managing product assortments
|
2011 |
Chernev, Alexander |
| How social networks and opinion leaders affect the adoption of new products
|
2011 |
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| Preference measurement with conjoint analysis : overview of state-of-the-art approaches and recent developments
|
2011 |
Eggers, Felix |
| Different channel - different price? : investigating the practice of multi-channel price differentiation
|
2011 |
Wolk, Agnieszka |
| MIR talks to Hubertine Underberg-Ruder, President of the Board of Directors, Underberg AG
|
2011 |
Underberg-Ruder, Hubertine |
| Doing well while doing good : linking a social cause to product promotions; why it works and how to make it more effective
|
2010 |
Henderson, Ty |
| Getting marketing back into the boardroom : the influence of the marketing department in companies today
|
2010 |
Verhoef, Peter C. |
| All customers are equal, but some are more equal : should firms prioritize their customers?
|
2010 |
Homburg, Christian |
| My customers are better than yours! : on reporting customer equity
|
2010 |
Wiesel, Thorsten |
| Does quality win? : competing against an entrenched market leader in high-tech markets
|
2010 |
Tellis, Gerard J. |
| Customization : a goldmine or a wasteland?
|
2010 |
Franke, Nikolaus |
| Proving marketing success pays off! : marketing performance measurement and its effects on marketing's stature and firm success
|
2010 |
O'Sullivan, Don |
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