Overview
- Authors:
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Heiner Evanschitzky
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Gopalkrishnan R. Iyer
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Table of contents (10 chapters)
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Front Matter
Pages I-VIII
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- Heiner Evanschitzky, Gopalkrishnan R. Iyer
Pages 1-5
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- Jagdish N. Sheth, Arun Sharma
Pages 7-12
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- Charles F. Hofacker, Ronald E. Goldsmith, Eileen Bridges, Esther Swilley
Pages 13-44
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- Hye-Young Kim, Youn-Kyung Kim
Pages 45-62
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- Vikas Mittal, Michael Tsiros
Pages 79-109
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- Nikolaos Tilipakis, Christos Douligeris
Pages 111-132
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- Daniele Scarpi, Francesca Dall’Olmo Riley, Angelo Manaresi
Pages 133-156
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- Shailendra Gajanan, Suman Basuroy
Pages 157-176
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- Martin Böttcher, Kyrill Meyer, Christian van Husen
Pages 177-196
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Back Matter
Pages 197-203
About this book
VII _______________________________________________________________________________________________________________________________ _______________________ Preface The book series, Applied Marketing Science - Angewandte Marketingforschung aims to bridge the gap between scientific rigor and practical relevance in the transfer of c- ting-edge theoretical and applied knowledge between scholars and practitioners. The series explores classic and contemporary theories and themes in global competitive networks, inter-organizational relationships, customer relationship management, and competitive advantages as conceived, developed, and applied in the field of marketing. Some major themes pursued by books in this series include: The management of networks and value chains Networks between firms and customers Inter-organizational networks Consumer behavior Brand management Marketing channels Other themes will also be explored at the discretion of the series editors. Given its international focus, the series Applied Marketing Science – Angewandte Marketingforschung will include contributions in both German and English. For authors, Applied Marketing Science – Angewandte Marketingforschung offers the opportunity to publish original work, edited volumes or monographs. In order to - sure the highest possible standards of academic quality and readability, authors must first submit a brief proposal that includes the major themes explored in the book, e- dence or rationale of why the themes, methods and conclusions are original and c- ting-edge in the discipline, and the intended contribution to the practice of marketing science. The proposal would then be reviewed by the series editors and, if necessary, external reviewers. Based on their evaluations, a proposal is either accepted,con- tionally accepted or rejected by the editorial board.
About the authors
Dr. Heiner Evanschitzky ist am Marketing Centrum Münster der Universität Münster tätig.
Prof. Dr. Gopalkrishnan R. Iyer leitet das Center for Services Marketing & Management der Florida Atlantic University, USA.
