How Well Does Marketing Know Us? Rosy View Bias
Author:
Publisher
Springer Fachmedien Wiesbaden
Link
https://link.springer.com/content/pdf/10.1007/978-3-658-44799-1_28
Reference5 articles.
1. Feng, H., Morgan, N. A., & Rego, L. L. (2015). Marketing department power and firm performance. Journal of Marketing, 79(5), 1–20.
2. Germann, F., Ebbes, P., & Grewal, R. (2015). The chief marketing officer matters! Journal of Marketing, 79(3), 1–22.
3. Homburg, C., Vomberg, A., Enke, M., & Grimm, P. H. (2015). The loss of the marketing department’s influence: Is it really happening? And why worry? Journal of the Academy of Marketing Science, 43(1), 1–13.
4. Hult, G. T. M., Morgeson, F. V., Morgan, N. A., Mithas, S., & Fornell, C. (2017). Do managers know what their customers think and why? Journal of the Academy of Marketing Science, 45(1), 37–54.
5. Rajavi, K., Kushwaha, T., & Steenkamp, J. B. E. (2023). Brand equity in good and bad times: What distinguishes winners from losers in consumer packaged goods industries? Journal of Marketing, 87(3), 472–489.
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