Peter Fader Reviews Journal “Must Reads” from 2013Jan 13, 2014
We 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.
Kusum Ailawadi Reviews Journal “Must Reads” from 2013Jan 13, 2014
We 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.
Customer Outcomes of Corporate Social Responsibility in Supplier-Customer RelationshipsOct 7, 2013 Christian Homburg, Marcel Stierl, and Torsten Bornemann, 2013, 13-119
Develops and tests a framework of the influence of a supplier’s CSR engagement on organizational customer outcomes, based on 200 matched supplier–customer dyads from a broad range of B2B industries.
The Indirect Value of ProductsSep 27, 2013
A broader networked view of the value of a product will lead to better resource allocation decisions.
How Does Mobile Marketing Affect the Shopper’s Journey?Sep 27, 2013
Understanding how mobile marketing affects the consumer shopping journey is vitally important.
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