Marketing ZFP

doi:10.15358/0344-1369-2016-1

Marketing ZFP

Browse Volumes: Marketing ZFP

MAR Volume 38 (2016) Issue 1

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doi.org/10.15358/0344-1369-2016-1
ISSN: 0344-1369
ISSN online: 0344-1369
C.H.BECK, München C.H.BECK, München

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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.

Chapter Expand | CollapseAuthorsPage
1–2 Titelei/Inhaltsverzeichnis 1–2
3–4 Editorial Heribert Gierl Heribert Gierl 3–4
5–58 Abhandlungen 5–58
- 5–21 The Service Transformation Process: A Research Agenda in the Customer Orientation Interface Manfred Bruhn, Corina Braun Manfred Bruhn, Corina Braun 5–21
- 22–28 Der mitarbeiterseitige Umgang mit negativen Kundenemotionen in Beratungs- und Verkaufsprozessen Daniel Preuninger, Marion Büttgen Daniel Preuninger, Marion Büttgen 22–28
- 29–43 Decomposing Positive Word of Mouth: Scale Development and Marketing Application Tobias Reckmann, Thorsten Teichert Tobias Reckmann, Thorsten Teichert 29–43
- 44–58 Measuring Marketing Success: Estimating the Effect ofSocial Media and TV Advertising on Brand Attention Daniel Guhl, Hannah Winkler von Mohrenfels, Jannina Abshagen, Daniel Klapper Daniel Guhl, Hannah Winkler von Mohrenfels, Jannina Abshagen, Daniel Klapper 44–58

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