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Managerial Marketing eJournal

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Viewing: 1 - 50 of 4,551 papers

1.

Valuation of Brands and Intellectual Capital

Number of pages: 19 Posted: 29 May 2001 Last Revised: 26 May 2019
Working Paper Series
IESE Business School
Downloads 16,923
2.

Consumer Acceptance and Use of Information Technology: Extending the Unified Theory of Acceptance and Use of Technology

MIS Quarterly, Vol. 36, No. 1, pp. 157-178, 2012
Number of pages: 43 Posted: 10 Feb 2012
Accepted Paper Series
Virginia Polytechnic Institute and State University - Pamplin College of Business, HKUST Business School and Hong Kong Polytechnic University
Downloads 15,812
3.

Valoracion de Marcas e Intangibles (Brand Valuation)

Number of pages: 24 Posted: 27 Mar 2007 Last Revised: 13 Oct 2019
Working Paper Series
IESE Business School
Downloads 12,326
4.

Impact of Celebrity Endorsement on Consumer Buying Behaviour and Brand Building

Posted: 05 Aug 2008
Working Paper Series
Guru Jambheshwar University of Science and Technology - Department of Business Management
Downloads 11,594
5.

From Marketing Mix to E-Marketing Mix: A Literature Overview and Classification

International Journal of Business and Management, Vol. 4, No. 9, pp. 17-24, 2009
Number of pages: 7 Posted: 20 Nov 2011 Last Revised: 19 Aug 2014
Accepted Paper Series
University of Palermo - d/SEAS
Downloads 11,156
6.

Inferring App Demand from Publicly Available Data

MIS Quarterly, Forthcoming
Number of pages: 25 Posted: 09 Sep 2011 Last Revised: 19 Jun 2014
Working Paper Series
Goizueta Business School, Emory University and Carnegie Mellon University - H. John Heinz III School of Public Policy and Management
Downloads 11,009
7.

Cross-Cultural Advertising Research: What Do We Know About the Influence of Culture on Advertising?

Middlesex University Discussion Paper No. 28
Number of pages: 29 Posted: 01 Feb 2005
Working Paper Series
University of Hull
Downloads 10,528
8.

Strategic Marketing Plan of Nike

Number of pages: 31 Posted: 11 Apr 2016
Working Paper Series
Shaheed Zulfikar Ali Bhutto Institute of Science and Technology (SZABIST), Students, Shaheed Zulfikar Ali Bhutto Institute of Science and Technology (SZABIST), Students, Shaheed Zulfikar Ali Bhutto Institute of Science and Technology (SZABIST), Students, Shaheed Zulfikar Ali Bhutto Institute of Science and Technology (SZABIST), Students, Shaheed Zulfikar Ali Bhutto Institute of Science and Technology (SZABIST), Students and Shaheed Zulfikar Ali Bhutto Institute of Science and Technology (SZABIST), Students
Downloads 10,325
9.

Flash Cookies and Privacy II: Now with HTML5 and ETag Respawning

Number of pages: 21 Posted: 30 Jul 2011
Working Paper Series
Worcester Polytechnic Institute (WPI), University of Wyoming, University of California, Berkeley - School of Information, Good Research and University of California, Berkeley - School of Law
Downloads 10,061
10.

The Effect of Home-Sharing on House Prices and Rents: Evidence from Airbnb

Number of pages: 72 Posted: 25 Jul 2017 Last Revised: 05 Mar 2020
Working Paper Series
National Bureau of Economic Research, California State University, Northridge - David Nazarian College of Business and Economics and Marshall School of Business, University of Southern California
Downloads 9,073
11.

Goodbye Pareto Principle, Hello Long Tail: The Effect of Search Costs on the Concentration of Product Sales

Management Science, Forthcoming
Number of pages: 32 Posted: 26 Dec 2006 Last Revised: 19 Jun 2014
Accepted Paper Series
National Bureau of Economic Research (NBER), Georgia Institute of Technology - Scheller College of Business and Massachusetts Institute of Technology (MIT) - Sloan School of Management
Downloads 8,928
12.

Factors Affecting Consumer's Online Shopping Buying Behavior

Proceedings of 10th International Conference on Digital Strategies for Organizational Success
Number of pages: 8 Posted: 03 Jan 2019 Last Revised: 19 Mar 2019
Working Paper Series
Uka Tarsadia University, Students and Independent
Downloads 8,732
13.

Effective Advertising and its Influence on Consumer Buying Behavior

Information Management and Business Review, Vol. 4, No. 3, pp. 114-119, March 2012
Number of pages: 6 Posted: 16 Aug 2012
Accepted Paper Series
affiliation not provided to SSRN, affiliation not provided to SSRN, affiliation not provided to SSRN and University of Waikato
Downloads 8,706
14.

How Effective are Groupon Promotions for Businesses?

Number of pages: 17 Posted: 24 Oct 2010
Working Paper Series
Rice University - Jesse H. Jones Graduate School of Business
Downloads 8,548
15.

The Global Automotive Industry Value Chain: What Prospects for Upgrading by Developing Countries

UNIDO Sectorial Studies Series Working Paper
Number of pages: 62 Posted: 02 Sep 2003
Working Paper Series
University of Sussex - Institute of Development Studies and United Nations Industrial Development Organisation - Strategic Research and Economics
Downloads 8,291
16.

Mapping the Customer Journey: A Graph-Based Framework for Online Attribution Modeling

Number of pages: 36 Posted: 25 Oct 2013 Last Revised: 02 Nov 2015
Working Paper Series
University of Passau, ETH Zurich, ETH Zurich and University of Passau
Downloads 8,218
17.

A Critical Review of Digital Marketing

M. Bala, D. Verma (2018). A Critical Review of Digital Marketing. International Journal of Management, IT & Engineering, 8(10), 321–339.
Number of pages: 19 Posted: 14 Apr 2020
Accepted Paper Series
DAV College for Girls and ISGEC Heavy Engineering Limited
Downloads 7,926
18.

A Study of Factors Affecting Online Buying Behavior: A Conceptual Model

Number of pages: 11 Posted: 09 Nov 2013
Working Paper Series
Chandigarh University and Priyadarshini Engineering College - Department of Management
Downloads 7,793
19.

How Businesses Fare with Daily Deals: A Multi-Site Analysis of Groupon, Livingsocial, Opentable, Travelzoo, and BuyWithMe Promotions

Number of pages: 31 Posted: 13 Jun 2011
Working Paper Series
Rice University - Jesse H. Jones Graduate School of Business
Downloads 6,858
20.

Why Google Dominates Advertising Markets

24 STAN. TECH. L. REV. 55 (2020)
Number of pages: 121 Posted: 01 Jun 2020 Last Revised: 08 Dec 2020
Accepted Paper Series
Thurman Arnold Project
Downloads 6,696
21.

CRM and 4 P’s of Marketing

National Seminar on Customer Relationship Management, 2006
Number of pages: 10 Posted: 31 Jan 2011
Accepted Paper Series
Vivin Consultants Chennai
Downloads 6,437
22.

What's Really Wrong with U.S. Business Schools?

Number of pages: 25 Posted: 01 Aug 2005
Working Paper Series
University of Southern California - Marshall School of Business - Finance and Business Economics Department, University of Southern California - Marshall School of Business - Finance and Business Economics Department and University of Rochester - Simon Business School
Downloads 6,118
23.

Branding Time: Swatch and Global Brand Management

Temple University IGMS Case Series No. 05-001
Number of pages: 19 Posted: 21 Dec 2004 Last Revised: 24 Apr 2014
Working Paper Series
Temple University - Department of Strategic Management
Downloads 5,606
24.

Reviews, Reputation, and Revenue: The Case of Yelp.Com

Harvard Business School NOM Unit Working Paper No. 12-016
Number of pages: 41 Posted: 16 Sep 2011 Last Revised: 16 Mar 2016
Working Paper Series
Harvard University - Business School (HBS)
Downloads 5,151
25.

Analyzing the Paradigm Shift of Consumer Behavior Towards E-Commerce During Pandemic Lockdown

Number of pages: 30 Posted: 05 Aug 2020 Last Revised: 10 Sep 2020
Working Paper Series
Amity University, Students
Downloads 5,108
26.

The Big Four of Influencer Marketing. A Typology of Influencers.

Marketing Review St. Gallen, Vol. 2, 30-38
Number of pages: 9 Posted: 24 Aug 2018
Accepted Paper Series
ETH Zurich and ETH Zurich
Downloads 5,099
27.

Reputation and the Corporate Brand

Number of pages: 17 Posted: 14 Mar 2003
Working Paper Series
Dartmouth College - Tuck School of Business and Porter Novelli
Downloads 5,096
28.

Toward Compelling Customer Touchpoint Architecture

Business Horizons, Forthcoming
Number of pages: 19 Posted: 08 Apr 2012 Last Revised: 15 Apr 2012
Accepted Paper Series
Babson College
Downloads 5,051
29.

Impact of Sales Promotion on Buyer Behaviour: An Empirical Study of Indian Retail Customers

Journal of Management, Vol. 3, No. 1, pp. 11-24, January-June 2009
Number of pages: 14 Posted: 24 Jun 2010
Accepted Paper Series
NSHM Business School and IMI Bhubaneswar
Downloads 4,657
30.

TV Advertising Effectiveness and Profitability: Generalizable Results from 288 Brands

Number of pages: 46 Posted: 20 Jan 2020 Last Revised: 17 Apr 2021
Working Paper Series
University of Chicago - Booth School of Business, University of Chicago - Booth School of Business and Northwestern - Kellogg

Multiple version iconThere are 2 versions of this paper

Downloads 4,533
31.

Mass Customization at Adidas: Three Strategic Capabilities to Implement Mass Customization

Number of pages: 22 Posted: 31 Jan 2012
Working Paper Series
RWTH Aachen University, RWTH Aachen University and RWTH Aachen University - School of Business and Economics
Downloads 4,460
32.

The Relationship between Brand Image and Purchase Intention: Evidence from Award Winning Mutual Funds

The International Journal of Business and Finance Research, Vol. 8 (2) pp. 27-40, 2014
Number of pages: 14 Posted: 02 Feb 2014
Accepted Paper Series
National Chin-Yi University of Technology and National Chin-Yi University of Technology
Downloads 4,401
33.

Media Exposure through the Funnel: A Model of Multi-Stage Attribution

Number of pages: 47 Posted: 08 Oct 2012 Last Revised: 18 Dec 2015
Working Paper Series
Carnegie Mellon University - H. John Heinz III School of Public Policy and Management, University of Pennsylvania - Marketing Department and University of Pennsylvania - Operations & Information Management Department
Downloads 4,223
34.

Strategic Marketing - Role of Relationships, Information & Services

Number of pages: 23 Posted: 28 Jul 2005
Working Paper Series
Amity Business School
Downloads 4,139
35.

Donald Trump and the 'Oxygen of Publicity': Branding, Social Media, and Mass Media in the 2016 Presidential Primary Elections

Paper prepared for the American Political Science Association Annual Meeting 2016
Number of pages: 27 Posted: 27 Aug 2016
Working Paper Series
Philip Merrill College of Journalism, University of Maryland and University of Maryland - Robert H. Smith School of Business
Downloads 4,132
36.

Effects of Brand Preference, Product Attributes, and Marketing Mix Variables in Technology Product Markets

Marketing Science, Forthcoming
Number of pages: 38 Posted: 04 Nov 2005
Accepted Paper Series
The Stephen M. Ross School of Business at the University of Michigan, University of Chicago and Amrita University - Amrita School of Business
Downloads 4,066
37.

Customer Relationship Management in Indian Banks

Number of pages: 16 Posted: 06 Apr 2009
Working Paper Series
Delhi School of Business and Venkateshwara Group of Institutions
Downloads 3,993
38.

Social Media Brand Community and Consumer Behavior: Quantifying the Relative Impact of User- and Marketer-Generated Content

Number of pages: 48 Posted: 30 Apr 2012 Last Revised: 31 Aug 2016
Working Paper Series
National University of Singapore (NUS), National University of Singapore (NUS) and Tsinghua University - School of Economics and Management
Downloads 3,980
39.

The Economics of the Online Advertising Industry

Review of Network Economics, Vol. 7, No. 3, September 2008
Number of pages: 46 Posted: 25 Jan 2008 Last Revised: 19 Jun 2014
Accepted Paper Series
Global Economics Group
Downloads 3,950
40.
Downloads 3,827
41.

The Impact of Social Media on Fashion Industry: Empirical Investigation from Karachiites

Journal of Resources Development and Management, Vol. 7, 2015: ISSN 2422-8397
Number of pages: 8 Posted: 08 May 2015
Accepted Paper Series
RTS (Research, Trainings, and Solutions), Shaheed Zulfikar Ali Bhutto Institute of Science and Technology (SZABIST) and IQRA University
Downloads 3,814
42.

Deriving the Pricing Power of Product Features by Mining Consumer Reviews

Management Science, Forthcoming, NET Institute Working Paper No. 07-36
Number of pages: 36 Posted: 27 Oct 2007 Last Revised: 06 May 2011
Accepted Paper Series
New York University (NYU) - Leonard N. Stern School of Business, New York University (NYU) - Leonard N. Stern School of Business and New York University - Leonard N. Stern School of Business
Downloads 3,638
43.

The Unfavorable Economics of Measuring the Returns to Advertising

Number of pages: 35 Posted: 14 Dec 2013 Last Revised: 19 Sep 2014
Working Paper Series
Nanigans and Microsoft Research
Downloads 3,568
44.

Credit Scoring with Social Network Data

Yanhao Wei, Pinar Yildirim, Christophe Van den Bulte, Chrysanthos Dellarocas (2016) Credit Scoring with Social Network Data. Marketing Science 35(2):234-258.
Number of pages: 26 Posted: 03 Aug 2014 Last Revised: 02 Mar 2018
Accepted Paper Series
University of Southern California - Marshall School of Business, University of Pennsylvania - The Wharton School, University of Pennsylvania - Marketing Department and Boston University, Questrom School of Business - Department of Information Systems
Downloads 3,530
45.

An Integrated Marketing Communications Perspective on Social Media Metrics

International Journal of Integrated Marketing Communications, Spring 2013
Number of pages: 31 Posted: 17 Jun 2013 Last Revised: 08 Feb 2016
Accepted Paper Series
University of Wisconsin-Whitewater and Loyola University of Chicago
Downloads 3,512
46.

Impact of E-Commerce on Supply Chain Management

Number of pages: 14 Posted: 02 Dec 2013
Working Paper Series
Audisankara College of Engineering & Technology
Downloads 3,500
47.

Social Advertising: How Advertising that Explicitly Promotes Social Influence Can Backfire

Number of pages: 48 Posted: 23 Dec 2011 Last Revised: 06 Jun 2016
Working Paper Series
Massachusetts Institute of Technology (MIT) - Management Science (MS)
Downloads 3,495
48.

The Role of Social Media Advertising in Consumer Buying Behavior

International Journal of Commerce and Finance, Vol. 2, Issue 1, 2016, 81-89
Number of pages: 9 Posted: 03 Apr 2019
Accepted Paper Series
Istanbul Commerce University and affiliation not provided to SSRN
Downloads 3,460
49.

Factors Influencing the Effectiveness of Relationship Marketing: A Meta-Analysis

Number of pages: 40 Posted: 26 May 2006
Working Paper Series
affiliation not provided to SSRN, Michael F Price College of Business, University of Oklahoma, Babson College - Marketing Division and University of Missouri at Columbia
Downloads 3,456
50.

Overall Problems and Prospects of Bangladeshi Ready-Made Garments Industries

Number of pages: 100 Posted: 25 Feb 2010 Last Revised: 03 Aug 2010
Working Paper Series
Dhaka Chamber of Commerce & Industry (DCCI)
Downloads 3,445