Standardization versus adaptation of international marketing strategy: An empirical investigation
Sundar G. Bharadwaj, David M. Szymanski
págs. 1-17
págs. 18-34
Ethical and legal foundations of relational marketing exchanges
Gregory T. Gundlach, Patrick E. Murphy
págs. 35-46
Behavior-based and outcome-based salesforce control systems
David W. Cravens, Thomas N. Ingram
págs. 47-59
A new approach to country segmentation utilizing multinational diffusion patterns
Kamel Jedidi, Kristiaan Helsen
págs. 60-71
The mature brand and brand interest: An alternative consequence of ad-evoked affect
Chris T. Allen, Karen A. Machleit
págs. 72-82
Sustainable competitive advantage in service industries: A conceptual model and research
Sundar G. Bharadwaj, P. Rajan Varadarajan
págs. 83-99
Advertising claim objectivity: Antecedents and effects
Robert E. Smith, William K. Darley
págs. 100-113
The effect of background music on ad processing: A contingency explanation
Anthony D. Cox, James J. Kellaris
págs. 114-125
Legal developments in marketing
Ray O. Werner
págs. 126-132
John L. Graham
págs. 149-150
Ruth B. Smith
págs. 151-152
David M. Gardner
págs. 152-153
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