Introduction to the special issues. Mapping the boundaries of marketing: what needs to be known
Kevin Lane Keller
págs. 1-5
Organizing for marketing excellence
Christine Moorman, George S. Day
págs. 6-35
Creating enduring customer value
Kevin Lane Keller, Werner Reinartz
págs. 36-68
Understanding customer experience throughout the customer journey
Kevin Lane Keller, Peter C. Verhoef
págs. 69-96
Marketing analytics for data-rich environments
Michel Wedel, P.K. Kannan
págs. 97-121
Integrating marketing communications: new findings, new lesson, and new ideas
Rajeev Batra, Kevin Lane Keller
págs. 122-145
A thematic exploration of digital, social media, and mobile marketing: research evolution from 2000 to 2015 and an agenda for future inquiry
Cait Lamberton, Andrew T. Stephen
págs. 146-172
Demonstrating the value of marketing
Dominique M. Hanssens, Koen H. Pauwels
págs. 173-190
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