Journal of marketing: A quarterly publication of the american marketing association

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  Año 1993, Vol. 57, Número 3

  • An analysis of the market share-profitability relationship

    David M. Szymanski, Sundar G. Bharadwaj

    págs. 1-18

    

  • Service firms' international entry-mode choice: A modified transaction-cost analysis approach

    M. Krishna Erramilli, C.P. Rao

    págs. 19-38

    

  • Assessing the impact of competitive entry on market expansion and incumbent sales

    Subhash Sharma, Vijay Mahajan

    págs. 39-52

    

  • Market orientation: Antecedents and consequences

    Ajay K. Kohli, Bernard Jaworski

    • Resumen

    págs. 53-70

    

  • Diluting brand beliefs: When do brand extensions have a negative impact?

    Barbara Loken, Deborah Roedder John

    págs. 71-84

    

  • The winning number: Consumer perceptions of alpha-numeric brand names

    Janeen Arnold Costa, Teresa M. Pavia

    págs. 85-98

    

  • Here's the beef: factors, determinants, and segments in consumer criticism of advertising

    Richard W. Pollay, Banwari Mittal

    págs. 99-114

    

  • Legal developments in marketing

    Ray O. Werner

    págs. 115-122

    

  • Book reviews

    A. Fuat Firat

    págs. 139-141

    

  • Book reviews

    Thomas E. Buzas

    págs. 141-142

    

  • Book reviews

    Edward Blair

    págs. 142-143

    

  • Book reviews

    Lynne A. Vanarsdale

    págs. 143-144