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Interaktive Markenfuhrung : Der personliche Verkauf als Instrument des Markenmanagements im B2B-Geschaft

Markterfolg im Mobile Commerce : Faktoren der Adoption und Akzeptanz von M-Commerce-Diensten

Das Wechselverhalten von Konsumenten im Strommarkt : Eine empirische Untersuchung direkter und moderierender Effekte

Kundenbindung und Kundenwert : Der Einfluss von Einstellungen auf das Kaufverhalten

Unternehmenskommunikation und Neue Medien : Das neue Medium Weblogs und seine Bedeutung fur die Public-Relations-Arbeit

Postmodernes Charisma : Marken und Stars statt Religion und Vernunft

Die Autonomie von Landesorganisationen bei der Marktbearbeitung : Determinanten, Auswirkungen und State of Practice

Buying Center-Analyse auf der Basis von Vertriebsinformationen

Elektronische Dienstleistungsqualitat : Konzeption, Messung und Identifikation asymmetrischer Effekte auf die Kundenzufriedenheit

Optimierung der Kundenbindung in Massenmarkten : Eine empirische Untersuchung im osterreichischen Mobilfunkmarkt

Preissetzungsmacht in lose gekoppelten Systemen : Das Beispiel Konsumgutermarkte

Marktorientierte Unternehmenskultur als Erfolgsfaktor junger Unternehmen : Kontextspezifische Konzeption und empirische Untersuchung

Standort-Marketing und Event-Management : Kulturfaktor Gestut als Element erfolgreichen Stadtmarketings: Ein Betriebs- und Marketingskonzept fur das Landesgestut Zweibrucken

Die Werbewirkung von Sportsponsoring

Category Management : Zur Konfliktregulierung in Hersteller-Handels-Beziehungen

Konsumentenverhalten in ereignisinduzierten Markenkrisen : Der Einfluss der Markenbeziehungsqualitat

Praferenzmessung in industriellen Verhandlungen

Glaubwurdigkeit in der Marketingkommunikation : Konzeption, Einflussfaktoren und Wirkungspotenzial

Hochschul-Sponsoring : Rahmenbedingungen und Faktoren erfolgreicher Kooperationen

Absatzorientiertes Handeln von Unternehmensgrundern im Internet : Implikationen einer kognitionswissenschaftlichen Fundierung

Konkurrenzforschung im Marketing: Analyse und Prognose

Management von Produktfamilien: Wettbewerbsvorteile durch Plattformen

Impulsives Kaufverhalten am Point of Sale

Electronic Contracting im elektronischen Handel: Das Beispiel der amerikanischen Versicherungsbranche

Individuelles strategisches Handeln im Marketing.

Marketing fur Regionen: Anwendungsmoglichkeiten im Standortwettbewerb.

Innovation Spiral: Launching New Products in Shorter Time Intervals

Determinanten der Sportrezeption : Erklarungsmodell und kausalanalytische Validierung am Beispiel der Fußballbundesliga

Verbraucherspezifische Promotionwirkungen

Markenwirkung von Sponsoring : Eine Zeitreihenanalyse am Beispiel des Formel 1-Engagements eines Automobilherstellers

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