Search Results

Building Your Own Brand Platform.

• Authors : Wichmann, Julian R.K.; Wiegand, Nico; Reinartz, Werner J.

Subjects: BRAND name products; BRANDING (Marketing); MARKETING strategy

• Source: Harvard Business Review. Sep/Oct2022, Vol. 100 Issue 5, p46-53. 8p. 3 Color Photographs.

Record details

The managerial relevance of marketing science:Properties and genesis

• Authors : Schauerte, Nico; Becker, Maren; Imschloss, Monika

Subjects: Computational grounded theory; Managerial relevance; Marketing science value chain

• Source: Schauerte , N , Becker , M , Imschloss , M , Wichmann , J R K & Reinartz , W J 2023 , ' The managerial relevance of marketing science : Properties and genesis ' ,

Record details

A Better Way to Calculate the ROI of Your Marketing Investment.

• Authors : REINARTZ, WERNER; VENKATESAN, RAJKUMAR

Subjects: REINARTZ, Werner; VENKATSAN, Rajkumar; RATE of return

• Source: Harvard Business Review. Winter2022 Special issue, p108-110. 3p.

Record details

The Platformization of Brands

• Authors : Wichmann, Julian; Wiegand, Nico; Reinartz, Werner J.

Subjects: Digital platforms; Platform assemblage; Building blocks

• Source: Wichmann , J , Wiegand , N & Reinartz , W J 2022 , ' The Platformization of Brands ' , Journal of Marketing , vol. 86 , no. 1 , pp. 109-131 .

Record details

Examining artificial intelligence (AI) technologies in marketing via a global lens: Current trends and future research opportunities

• Authors : Kopalle, Praveen K.; Gangwar, Manish; Kaplan, Andreas

Subjects: Marketing

• Source: International Journal of Research in Marketing ; volume 39, issue 2, page 522-540 ; ISSN 0167-8116

Record details

Towards Perpetual Brand-Consumer Relationships

• Authors : Wichmann, Julian R. K.; Wiegand, Nico; Reinartz, Werner J.

Subjects: ddc:650

Record details

Capturing Retailers’ Brand and Customer Focus

• Authors : Han, Simeng; Reinartz, Werner; Skiera, Bernd

Subjects: Marketing

• Source: Journal of Retailing ; volume 97, issue 4, page 582-596 ; ISSN 0022-4359

Record details

From Point of Sale to Point of Need: How Digital Technology Is Transforming Retailing

• Authors : Reinartz Werner; Imschloß Monika

Subjects: Digitalization; POS; Retailing

• Source: GfK Marketing Intelligence Review, Vol 9, Iss 1, Pp 42-47 (2017)

Record details

Digital Transformation and Value Creation: Sea Change Ahead

• Authors : Reddy Srinivas K.; Reinartz Werner

Subjects: Digital Transformation; Value Creation; Innovation

• Source: GfK Marketing Intelligence Review, Vol 9, Iss 1, Pp 10-17 (2017)

Record details

Does It Pay to Be Real? Understanding Authenticity in TV Advertising

• Authors : Becker, Maren; Wiegand, Nico; Reinartz, Werner J.

Subjects: advertising content; advertising cues; advertising effectiveness

• Source: Becker , M , Wiegand , N & Reinartz , W J 2019 , ' Does It Pay to Be Real? Understanding Authenticity in TV Advertising ' , Journal of Marketing , vol. 83 , no. 1 , pp.

Record details