Willemijn3

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Summary all articles Building Brands for Impact RUG 2024/2025. Perfect for the exam.

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Rijksuniversiteit Groningen • Building Brands for Impact

Summary all lectures Marketing Communication RUG 2024

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This document contains a summary of all 2024 lectures of marketing communication at the RUG. Very useful for the exam and for the assignments!

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Rijksuniversiteit Groningen • Marketing communication

All required articles summarized for Managing Customer Experience and Value

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This bundle contains all summaries of the required articles. This is all that is needed for the exam. For the course Managing Customer Experience and Value, EBM075B05, RUG. It is possible to also buy a summary of the lectures.

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• 7 items •
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Summary articles week 3 Managing Customer Experience and Value • Summary
Summary articles week 1 Managing Customer Experience and Value • Summary
Summary articles week 4 Managing Customer Experience and Value • Summary
Summary articles week 6 Managing Customer Experience and Value • Summary
Summary articles week 7 Managing Customer Experience and Value • Summary
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Summary of all lectures Managing Customer Experience and Value

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This contains the notes/summary of all lectures, week 1-7, from Managing Customer Experience and Value, for RUG-students. Summary of all the required articles is also available.

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• 27 pages •
by Willemijn3 •
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Rijksuniversiteit Groningen • Managing customer experience and value

Summary articles week 5 Managing Customer Experience and Value

(1)

Summary of the 3 articles of week 5 of MCEV, for RUG-students. The summarized articles are: Pansari, A. and V. Kumar (2017), Customer engagement: the construct, antecedents, and consequences, Journal of the Academy of Marketing Science, 45 (3), 294-311. Van Doorn, J., Lemon, K. N., Mittal, V., Nass, S., Pick, D., Pirner, P., & Verhoef, P. C. (2010). Customer engagement behavior: Theoretical foundations and research directions. Journal of Service Research, 13(3), 253-266. Beckers, S. F. M.,...

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Summary articles week 2 Managing Customer Experience and Value

Summary of the 3 articles of week 2 of MCEV, for RUG-students. The summarized articles are: Martin, K.D., A. Borah and R.W. Palmatier (2017), Data Privacy: Effects on Customer and Firm Performance, Journal of Marketing, 81 (1), 36-58. Mende, M., Scott, M. L., van Doorn, J., Grewal, D., & Shanks, I. (2019). Service robots rising: How humanoid robots influence service experiences and elicit compensatory consumer responses. Journal of Marketing Research, 56(4), 535-556. Van Doorn, J. and J.C. ...

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Summary
• 5 pages •
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Summary articles week 7 Managing Customer Experience and Value

Summary of the 2 articles of week 7 of MCEV, for RUG-students. The summarized articles are: Neslin, S. A., Gupta, S., Kamakura, W., Lu, J., & Mason, C. H. (2006). Defection detection: Measuring and understanding the predictive accuracy of customer churn models. Journal of marketing research, 43(2), 204-211. Risselada, H., Verhoef, P. C., & Bijmolt, T. H. (2010). Staying power of churn prediction models. Journal of Interactive Marketing, 24(3), 198-208. Summary of the other weeks are also a...

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Summary articles week 6 Managing Customer Experience and Value

Summary of the 2 articles of week 6 of MCEV, for RUG-students. The summarized articles are: Hoban, P. R., & Bucklin, R. E. (2015). Effects of internet display advertising in the purchase funnel: Model-based insights from a randomized field experiment. Journal of Marketing Research, 52(3), 375-393. Natter, M., Ozimec, A. M., & Kim, J. Y. (2015). Practice Prize Winner—ECO: Entega’s Profitable New Customer Acquisition on Online Price Comparison Sites. Marketing Science, 34(6), 789-803. ...

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Summary articles week 4 Managing Customer Experience and Value

Summary of the 3 articles of week 4 of MCEV, for RUG-students. The summarized articles are: De Haan, E., Verhoef, P. C., & Wiesel, T. (2015). The predictive ability o different customer feedback metrics for retention. International Journal of Research in Marketing, 32(2), 195-206. De Haan, E., Verhoef, P.C. and Wiesel, T. (2021). Customer Feedback Metrics for Marketing Accountability. Review of Marketing Research, (18), 49-74. Morgan, N. A., & Rego, L. L. (2006). The value of different cu...

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Summary articles week 1 Managing Customer Experience and Value

(1)

Summary of the 4 articles of week 1 of MCEV, for RUG-students. The summarized articles are: Haenlein, M. (2017), How to date your clients in the 21st century: Challenges in managing customer relationships in today’s world, Business Horizons, 60 (5), 577-586. Lemon, K. N., & Verhoef, P. C. (2016). Understanding customer experience throughout the customer journey. Journal of Marketing, 80(6), 69-96 Oblander, E.S., S. Gupta, C.F. Mela, R.S. Winer, and D.R. Lehmann (2020), The past, present ...

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Summary
• 11 pages •
by Willemijn3 •
uploaded 2024