Marketing Management

Summary of all articles for the premaster course Marketing Management at the University of Amsterdam.

Pre-master UvA Business administration- Marketing Management summary

Summary Marketing Management Articles and Lectures. Pre-master programme Business Administration UvA. Useful for both the Exam and the Business Case. The Ultimate Marketing Machine; To Be or Not to Be Price Conscious; Using product and retail choice attributes for cross-national segmentation; Are multichannel customers really more valuable; The impact of different touchpoint on brand consideration; Firm-Created Word-of-Mouth Communication; Drivers of consumer-brand identification; The unhealthy=...

This summary includes all information you need to know about the articles for the exam. The articles are: - De Swaan Arons, M., van den Driest, F., Weed, K. (2014). The Ultimate Marketing Machine. Harvard Business Review, 4, 55‐63. - Müller, H., Vogt, B., & Kroll, E. B. (2012). To Be or Not to Be Price Conscious—a Segment‐Based Analysis of Compromise Effects in Market‐Like Framings. Psychology & Marketing, 29(2), 107-116. - Lockshin, L., & Cohen, E. (2011). Using product and retail ch...

Alle artikelen voor het vak Marketing Management samengevat (23 artikelen). Alle belangrijke punten, hypotheses, methoden, resultaten en conclusies, uit de artikelen staan in de samenvatting. Daarnaast zijn ook een groot aantal aantekeningen uit de slides van de lectures toegevoegd.

summary articles lecture notes

Summary of the articles for Marketing Management (Pre-Master 2017-2018) and practice exam.

Summary of all the 12 articles for the Marketing Management course of the Pre-Master Business Administration, including the additional marketing theory given in the lectures.

All lectures the following articles: 1. The ultimate marketing machine 2. Marketing doctrine: a principle based approach to guiding marketing decision making in firms 3. The influence of business strategy on new product activity: the role of market orientation 4. To be or not to be price conscious 5. Using product and retail choice attributes for cross-national segmentation 6. Are multichannel customers really more valuable? The moderating role of product category characteristics 7. The unheal...