Robineline
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Strategy and organization - summary
The document is structured per lecture week and consists out of a summary of each article in the respecive week together with a summary of the slides used in that respective weerk
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- Summary
- • 49 pages •
The document is structured per lecture week and consists out of a summary of each article in the respecive week together with a summary of the slides used in that respective weerk
Marketing Management - articles and slides summary
Table of contents: Marketing management as a business process Key article take-aways On consumer beliefs about quality and taste – Spiller and Belogova (2016) What makes it green? The role of centrality of green attributes in evaluations of the greenness of products – Gershoff and Frels (2015) Are multi-channel customers really more valuable? The moderating role of product category characteristics – Kushwaha and Shankar (2013) The impact of different touchpoints on brand c...
- Summary
- • 40 pages •
Table of contents: Marketing management as a business process Key article take-aways On consumer beliefs about quality and taste – Spiller and Belogova (2016) What makes it green? The role of centrality of green attributes in evaluations of the greenness of products – Gershoff and Frels (2015) Are multi-channel customers really more valuable? The moderating role of product category characteristics – Kushwaha and Shankar (2013) The impact of different touchpoints on brand c...
Marketing Management - articles and slides summary
Summary of all obligatory literature for the Cultural Entrepreneurship and Innovation course
Summary of all obligatory literature for the Cultural Entrepreneurship and Innovation course
Summary of all obligatory literature for the Cultural Entrepreneurship and Innovation course
Summary of all obligatory literature for the Cultural Entrepreneurship and Innovation course