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

Marketing-Related Motives in Mergers & Acquisitions : The Perspective of the U.S. Food Industry

Online Customer Loyalty : Forecasting the Repatronage Behavior of Online Retail Customers

Termination of Price Wars : A Signaling Approach

Brand Strength : Building and Testing Models Based on Experiential Information

Interactive Decision Aids : Effects on Consumers, Retailers, and Manufacturers

Flexibility in Buyer-Seller Relationships : A Transaction Cost Economics Extension based on Real Options Analysis

Service Quality and Management

Nachfragerevidenz im Dienstleistungsbereich : Konzeptualisierung und Operationalisierung

Marken-Modelle der Praxis : Darstellung, Analyse und kritische Wurdigung

Strategisches Interaktives Direktmarketing in der Gebrauchsguterindustrie : Einfluss des Database Marketing und der Neuen elektronischen Medien

Entscheidungszufriedenheit : Grundidee, theoretisches Konzept und empirische Befunde

Kundenbindungsstrategien fur Business-to-Consumer-Markte : Theoretische Entwicklung und empirische Uberprufung eines methodischen Ansatzes

Internet-Geschaftsmodell Virtuelle Community : Analyse zentraler Erfolgsfaktoren unter Verwendung des Partial-Least-Squares (PLS)-Ansatzes

Ein Ansatz zur Erfassung des Leapfrogging-Phanomens : Grundkonzept, modelltheoretische Basis und empirische Befunde

Der Einfluss von Bonusprogrammen auf das Kaufverhalten und die Kundenbindung von Konsumenten : Eine theoretische und empirische Analyse

Praferenzmessung durch die Discrete Choice-Analyse : Effekte der Aufgabenkomplexitat

Kundenbindung durch spezifische Investitionen : Determinanten der Abhangigkeit unter besonderer Berucksichtigung der wahrgenommenen Bindungswirkung versunkener Kosten

Produktivitat von Dienstleistungen : Mitwirkung und Einfluss des Kunden

Emotionen im Marketing : Verstehen - Messen - Nutzen

Nutzenorientiertes Pricing von Messeleistungen

Kooperatives Customer Relationship Management : Fallstudien und Informationssystemarchitektur in Finanzdienstleistungsnetzwerken

Innengerichtetes identitatsbasiertes Markenmanagement

Kooperationsfahigkeiten im Marketing : Eine empirische Untersuchung

Kundenbindung in vertikalen Kontraktmarketingsystemen : Eine Analyse anhand des Marktes fur Ersatzteile der Automobilwirtschaft

Emotionalisierung von Marken : Inter-industrieller Vergleich der Relevanz emotionaler Markenimages fur das Konsumentenverhalten

Herausforderung Kundenbindung

Relationship Marketing in der Pharmazeutischen Industrie : Vertrauen und Commitment als Erfolgsfaktoren

Instrumente einer erfolgreichen Kundenorientierung : Eine empirische Untersuchung

Buchungsfristigkeit bei Pauschalreisen : Einflussfaktoren und Steuerung

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