Marketing ZFP
Zusammenfassung
Marketing ZFP is a platform for the academic dialog between marketing science and marketing practice. It offers critical depictions of the newest developments in the central areas of marketing science and marketing practice. Thereby, Marketing ZFP dedicates itself particularly to the transfer of methodological knowledge into practice.
Articles published in Marketing ZFP are peer-reviewed and written in either German or English. English abstracts are available for all articles.
The scientific quality of Marketing ZFP has been ranked highly: In the VHB-JOURQUAL Ranking of the German Association for Business Research, the journal is listed among the top five German journals in business research. In GeMark, the German Marketing-Journal Ranking, it is listed in category B.
For more information for authors and subscribers, see www.marketing-zfp.de.
Abstract
Marketing ZFP is a platform for the academic dialog between marketing science and marketing practice. It offers critical depictions of the newest developments in the central areas of marketing science and marketing practice. Thereby, Marketing ZFP dedicates itself particularly to the transfer of methodological knowledge into practice.
Articles published in Marketing ZFP are peer-reviewed and written in either German or English. English abstracts are available for all articles.
The scientific quality of Marketing ZFP has been ranked highly: In the VHB-JOURQUAL Ranking of the German Association for Business Research, the journal is listed among the top five German journals in business research. In GeMark, the German Marketing-Journal Ranking, it is listed in category B.
For more information for authors and subscribers, see www.marketing-zfp.de.
- Kapitel Ausklappen | EinklappenSeiten
- 159–160 Titelei/Inhaltsverzeichnis 159–160
- 161–164 Editorial 161–164
- 165–226 Abhandlungen 165–226
- 165–178 Die Bedeutung der Personalisierung im Internethandel 165–178
- 179–195 Wirkung emotionaler Inhalte in Viraler Markenkommunikation auf Einstellung und Weiterleitungsverhalten in Interaktion mit Markenstärke und Medialer Rezeption 179–195
- 196–212 Die Aktivierungskraft von Guerilla Produktinszenierungen 196–212
- 213–226 Wahrnehmungs- und Kaufverhaltenswirkungen von Nährwertkennzeichen auf Lebensmitteln 213–226
- 227–262 Kontaktstudium 227–262
- 227–244 Kundenbindungsprogramme: State of the Art und Forschungsperspektiven 227–244
- 245–262 Gestaltung der Markenarchitektur: Bewertungskriterien zur Entscheidungsbildung 245–262
