Printed from https://ideas.repec.org/s/vrs/gfkmir2.html
Content
May 2013, Volume 5, Issue 1
- 8-11 Do Referral Programs Increase Profits
by Schmitt Philipp & Skiera Bernd & Bulte Christophe Van den
November 2012, Volume 4, Issue 2
- 4-5 Editorial
by Diller Hermann - 8-15 When Is Enough Enough? Balancing on the Fine Line in Multichannel Marketing Communications
by Godfrey Andrea & Seiders Kathleen & Voss Glenn B. - 16-23 To Close or not to Close? Assessing the Impact of Outlet Closures on Retail Chains
by Haans Hans & Gijsbrechts Els - 24-28 I Will … Sooner or Later. Predicting Whether and When Consumers Intend to Adopt New Technologies
by van Ittersum Koert & Feinberg Fred M. - 29-31 Off-The-Shelf or Tailored to Your Needs: Is Customization Always Superior?
by Bharadwaj Neeraj & Walker Naylor Rebecca & Hofstede Frenkel Ter - 32-41 Sibling Rivalry: Estimating Cannibalization Rates for Innovations
by van Heerde Harald J. & Srinivasan Shuba & Dekimpe Marnik G. - 42-51 Jetstar Airways: How Modeling Guided the Brand Migration Strategy of a Low-Cost Carrier
by Roberts John & Danaher Peter & Roberts Ken & Simpson Alan - 52-57 Creating Crystal Experiences MIR talks to Alexander Linder, Director Corporate Consumer and Market Insights (CCMI), Daniel Swarovski Corporation AG
by Kittinger-Rosanelli Christine
May 2012, Volume 4, Issue 1
- 4-5 Editorial
by Diller Hermann - 14-23 To Zap or Not to Zap: How to Insert the Brand in TV Commercials to Minimize Avoidance
by Teixeira Thales & Wedel Michel & Pieters Rik - 24-31 A Closer Look at Emotional Intelligence in Marketing Exchange
by Kidwell Blair & Hardesty David M. & Murtha Brian R. & Sheng Shibin - 32-41 Seeding a Message to Harvest Reach. Predicting and Optimizing the Spread of Electronic Word-of-Mouth
by van der Lans Ralf & van Bruggen Gerrit & Eliashberg Jehoshua & Wierenga Berend - 42-49 Measuring Consumers’ Willingness to Pay. Which Method Fits Best?
by Miller Klaus M. & Hofstetter Reto & Krohmer Harley & Zhang Z. John - 50-59 Dynamically Allocating the Marketing Budget. How to Leverage Profits across Markets, Products and Marketing Activities
by Fischer Marc & Albers Sönke & Wagner Nils & Frie Monika - 60-65 MIR talks to Jeffrey S. Cooper, Director of Consumer Insights CPW-Cereal Partners Worldwide
by Jolibert Alain
November 2011, Volume 3, Issue 2
- 4-5 Editorial
by Diller Hermann - 8-15 The “Risky” Side of Brand Equity: How Brands Reduce Capital Costs
by Rego Lopo & Billett Matthew T. & Morgan Neil A. - 16-25 Preference Markets in New Product Development
by Dahan Ely & Soukhoroukova Arina & Spann Martin - 26-33 Reducing Assortments without Losing Business: Key Lessons for Retailers and Manufacturers
by Sloot Laurens & Verhoef Peter - 34-43 Turning Employees Into Brand Champions: LEADERSHIP STYLE MAKES A DIFFERENCE
by Morhart Felicitas M. & Herzog Walter & Tomczak Torsten - 44-49 Should Top Management Get Involved In Market Information Collection Efforts?
by Harmancioglu Nukhet & Grinstein Amir & Goldman Arieh - 50-53 Different Channel – Different Price? INVESTIGATING THE PRACTICE OF MULTI-CHANNEL PRICE DIFFERENTIATION
by Eckert Christine - 54-60 Mir Talks To Hubertine Underberg-Ruder, President Of The Board Of Directors, Underberg Ag
by Diller Hermann
May 2011, Volume 3, Issue 1
- 4-5 Editorial
by Diller H. - 8-15 When More is Less and Less is More: The Psychology of Managing Product Assortments
by Chernev Alexander - 16-25 How Social Network and Opinion Leaders Affect the Adoption of New Products
by Iyengar Raghuram & Van den Bulte Christophe & Eichert John & West Bruce - 26-35 When Your Best Customers Become Your Worst Enemies: Does Time Really Heal all Wounds?
by Grégoire Yany & Tripp Thomas M. & Legoux Renaud - 36-47 Preference Measurement with Conjoint Analysis. Overview of State-of-the-Art Approaches and Recent Developments
by Eggers Felix & Sattler Henrik - 48-53 Common “Wisdom” Put to the Test: Bad News Can be Good News … Sometimes
by Berger Jonah & Sorensen Alan T. & Rasmussen Scott J. - 54-57 Common “Wisdom” Put to the Test: Sex in advertising … only on Mars and not on Venus?
by Dahl Darren W. & Vohs Kathleen D. & Sengupta Jaideep - 58-64 MIR talks to Stan Sthanunathan, Vice President of Marketing Strategy and Insights, Coca-Cola Company
by Gupta Sunil
November 2010, Volume 2, Issue 2
- 4-5 Editorial
by Hermann Diller - 8-15 Does Quality Win? Competing Against an Entrenched Market-Leader in High-Tech Markets
by Tellis Gerard J. & Yin Eden & Niraj Rakesh - 16-25 “Call. Mail. Shoot. Listen. Play” But What Functionalities Add Real Value in Convergent Products?
by Gill Tripat - 26-33 Customization: A Goldmine or a Wasteland?
by Franke Nikolaus & Keinz Peter & Steger Christoph J. - 34-41 Left Behind Expectations - How to Prevent CRM Implementations from Failing
by Becker Jan U. & Greve Goetz & Albers Sönke - 42-49 Proving Marketing Success Pays Off! Marketing Performance Measurement and its Effects on Marketing’s Stature and Firm Success
by O’Sullivan Don & Abela Andrew V. - 50-51 Trying Harder and Doing Worse: How Grocery Shoppers Track in-Store Spending
by van Ittersum Koert & Pennings Joost M.E & Wansink Brian - 52-60 MIR talks to Vinita Bali, Managing Director and CEO of Britannia Industries
by Reddy Srinivas K.
May 2010, Volume 2, Issue 1
- 4-5 Editorial
by Diller H. - 8-15 Doing Well While Doing Good. Linking A Social Cause To Product Promotions: Why It Works And How To Make It More Effective
by Henderson Ty & Arora Neeraj - 16-25 All Customers are Equal, but Some are More Equal Should Firms Prioritize their Customers ?
by Homburg Christian & Totzek Dirk & Droll Mathias - 26-33 Do you Want to Be my “friend”? MONETARY VALUE OF WORD-OF-MOUTH MARKETING IN ONLINE COMMUNITIES
by Trusov Michael & Bucklin Randolph E. & Pauwels Koen - 34-41 Getting Marketing back into the boardroom: The influence of the marketing department in companies today
by Verhoef Peter C. & Leeflang Peter S.H. - 42-53 My customers are better than yours! On Reporting Customer Equity
by Wiesel Thorsten & Skiera Bernd & Villanueva Julián - 54-54 MIR talks to Pieter Nota, Beiersdorf AG
by Diller Hermann
November 2009, Volume 1, Issue 2
- 4-5 Editorial
by Diller Hermann - 8-15 Does Customer Satisfaction lead to an increased firm value?
by Lerzan Aksoy & Cooil Bruce & Groening Christopher & Keiningham Timothy L. & Yalcin Atakan - 16-23 Preparing for the Adoption of the New Arrival
by Castaño Raquel & Sujan Mita & Kacker Manish & Sujan Harish - 24-31 When 2 + 2 Is Not the Same as 1 + 3: Understanding Customer Reactions to Partitioned Prices
by Hamilton Rebecca W. & Srivastava Joydeep - 32-43 Implementing profitability through a customer lifetime value management framework
by Kumar V. & Venkatesan R. & Rajan B. - 44-53 Response Styles and how to Correct them
by Weijters Bert & Geuens Maggie & Schillewaert Niels - 54-60 MIR talks to Professor Dr. Klaus Wübbenhorst, CEO, GfK SE
by Diller Hermann
May 2009, Volume 1, Issue 1
- 5-5 Editorial
by Diller H. - 8-15 Creating Shopping Momentum
by Dhar Ravi & Huber Joel & Khan Uzma - 16-23 Managing your Customer’s Tariff Choice: What to do when your Customers Pay too Much
by Lambrecht Anja & Skiera Bernd - 24-35 How Companies Can Measure the Success of their Relationship Marketing Investments
by Palmatier Robert W. & Gopalakrishna Srinath & Houston Mark - 36-45 How Data Envelopment Analysis Reveals Brand Advertising Efficiency
by Büschken Joachim - 46-53 Dynamic Pricing Support Systems for DIY Retailers – a Case Study from Austria
by Natter Martin & Reutterer Thomas & Mild Andreas - 54-60 Mir Talks to Professor Hermann Simon
by Diller Hermann