All Articles
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Do Price Deals Jeopardize Customer-Brand Connections?
Jan 16, 2014Do the long-term effects of price promotions outweigh the immediate sales lift they create? A study by London Business School researchers Aylin Aydinli and Marco Bertini suggests otherwise.
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Eight Ways to Make Your B2B Partnership Successful
Jan 16, 2014In Relationship Marketing, University of Washington's Rob Palmatier reviews the research on B2B relationships and offers some practical advice to managers.
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Peter Fader Reviews Journal “Must Reads” from 2013
Jan 13, 2014We asked our Academic Trustees to recommend journal articles published in 2013 that are particularly relevant to marketers. Peter Fader is the Frances and Pei-Yuan Chia Professor of Marketing at the Wharton School of the University of Pennsylvania.
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Kusum Ailawadi Reviews Journal “Must Reads” from 2013
Jan 13, 2014We asked our Academic Trustees to recommend journal articles published in 2013 that are particularly relevant to marketers. Kusum Ailawadi is the Charles Jordan 1911 TU’12 Professor of Marketing at the Tuck School of Business at Dartmouth College.
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Robert Kozinets Reviews Journal “Must Reads” from 2013
Jan 13, 2014We asked our Academic Trustees to recommend journal articles published in 2013 that are particularly relevant to marketers. Robert Kozinets is Professor of Marketing at York University’s Schulich School of Business.