Publikationen nach Themengebieten

Peters, K.; Karck, N. (1999):

Messung der Werbewirkung
Albers, S.; Clement, M.; Peters, K. (Hrsg.): Marketing mit Interaktiven Medien: Strategien zum Markterfolg, 2. veränderte Aufl., F.A.Z.-Institut, Frankfurt am Main, S. 237-252.

Petersen, J.A.; Kumar, V. (2009):

Are Product Returns a Necessary Evil? The Antecedents and Consequences of Product Returns
Journal of Marketing, May 2009, Vol. 73, pp. 35-51.

Petersen, J.A.; McAlister, L.; Reibstein, D.J.; Winer, R.S.; Kumar, V. (2009):

Choosing the Right Metrics to Maximize Profitability and Shareholder Value
Journal of Retailing, 2009, Vol. 85, No. 1, pp. 95-111.

Ramani, G.; Kumar, V. (2008):

Interaction Orientation and Firm Performance
Journal of Marketing, January 2008, Vol. 72, No. 1, pp. 27-45.

Reinartz, W.; Kumar, V. (2003):

The Impact of Customer Relationship Characteristics on Profitable Lifetime Duration
Journal of Marketing, January 2003, Vol. 67, No. 1, pp. 77-99.

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