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Universitatskultur: Ausgangspunkt fur eine strategische Marketing-Planung an Universitaten - 56

Stilwandel von Zeitschriften und Zeitschriftenwerbung: Analyse zur Anpassung des Medienstils an geanderte Kommunikationsbedingungen - 31

Technologieorientierte Auenbeziehungen im betrieblichen Innovationsmanagement: Ergebnisse einer empirischen Untersuchung - 65

Lebensstil-Forschung: Theoretische Grundlagen und praktische Anwendungen - 41

Kognitive Strukturen in Der Konsumforschung: Entwicklung Und Erprobung Eines Verfahrens Zur Offenen Erhebung Assoziativer Netzwerke - 30

Der Einsatz von Preisausschreiben im Marketing: Auspragungen, Wirkungen und Wirkungsmessung - 19

Das Sicherheitsverhalten von Konsumenten - 27

Produktbeurteilung der Konsumenten: Eine psychologische Theorie der Informationsverarbeitung - 5

Ladenatmosphare und Konsumentenverhalten - 12

Lebensstilorientierte Marketing-Theorie: Analyse und Weiterentwicklung modelltheoretischer und methodischer Ansatze der Lebensstil-Forschung im Marketing - 15

Das Anspruchsniveau von Urlaubsreisenden: Ein empirischer Beitrag zur Konsumentenforschung - 17

Die Messung Bildhafter Konsumerlebnisse: Entwicklung Und Test Einer Neuen Memethode - 16

Werbung Mit Musik: Theoretische Grundlagen Und Experimentelle Studien Zur Wirkung Von Hintergrundmusik in Der Rundfunk- Und Fernsehwerbung - 24

Blickverhalten von Konsumenten: Grundlagen, Messung und Anwendung in der Werbeforschung - 30

Verhaltenswirksame Bildmotive in der Werbung: Theoretische Grundlagen - praktische Anwendung - 34

Elektronische Marktplatze: E-Business im B2B-Bereich

Kommunikations-Strategien im Pharma-Markt: Verhaltenswissenschaftliche Ansatze zur Arzte- und Patienten-Ansprache im Markt fur verschreibungspflichtige Praparate - 35

Transaktionskosten Von Handelskooperationen: Ein Effizienzkriterium Fur Verbundgruppen Und Franchise-systeme - 91

Informationsintegration Bei Der Produktbeurteilung: Eine Empirische Studie Unter Besonderer Berucksichtigung Der Produktvertrautheit Und Des Produktinvolvements - 44

Die Markenwertmessung Als Grundlage Strategischer Markenfuhrung - 42

Handelsforschung 1987: Schwerpunktthema: Landenschlu

Handelsforschung 1988: Schwerpunktthema: Standortfragen

Ein Warteschlangenansatz zur integrierten Produktionsplanung - 4

Reputation transfer to enter new B-to-B markets: measuring and modelling approaches

Interactive decision aids in e-commerce

Qualitats- Und Kommunikationspolitik Angesichts Von Produktrisiken - 46

Vermittlung Emotionaler Erlebniswerte: Eine Marketingstrategie Fur Gesattigte Markte - 10

Der Erfolg Externer Diversifikation Im Handel: Eine Theoretische Und Empirische Untersuchung - 90

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