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

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  Año 2002, Vol. 66, Número 2

  • Riding the Saddle: How Cross-Market Communications Can Create a Major Slump in Sales

    Jacob Goldenberg, Eitan Muller, Barak Libai

    págs. 1-16

    

  • Passing the Torch: Intergenerational Influences as a Source of Brand Equity

    Elizabeth S. Moore, William L. Wilkie, Richard J. Lutz

    págs. 17-37

    

  • A Configurational Perspective on Key Account Management

    Christian Homburg, Ove Jensen, John P. Jr. Workman

    págs. 38-60

    

  • Role Stress and Effectiveness in Horizontal Alliances

    Arne Nygaard, Robert Dahlstrom

    págs. 61-82

    

  • Managing Business-to-Business Customer Relationships Following Key Contact Employee Turnover in a Vendor Firm

    Robert P. Leone, Neeli Bendapudi

    págs. 83-101

    

  • The Market Valuation of Internet Channel Additions

    Marnik G. Dekimpe, Inge Geyskens, Katrijn Gielens

    págs. 102-119

    

  • The Influence of Multiple Store Environment Cues on Perceived Merchandise Value and Patronage Intentions

    A. Parasuraman, Dhruv Grewal, Glenn B. Voss, Julie Baker

    págs. 120-141

    

  • Marketing Literature Review

    Myron Leonard

    págs. 142-155