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Theories of Marketing > 3.5 Lemon,Rust& Zeithaml (2001). What drives customer equity? > Flashcards

3.5 Lemon,Rust& Zeithaml (2001). What drives customer equity? Flashcards

Theories of Marketing (40 decks)

1.1 Knowledge clip Customer experience management

1.2 kc: network paradigm

1.4 slater narver 1990 the effect of a market orientation on business profitability

1.5Narver&Slater (1998). Customer led and market oriented, let’s not confuse the two

1.6 Achrol &Kotler (2012), Frontiers of the marketing paradigm in the third millennium,

1.7Homburg, Jozi&Kuehnl (2017), Customer experience management: toward implementing an evolving marketing concept,

2.1 Robert J. Dolan (2014), Marketing Reading: Framework for Marketing Strategy Formation.

2.2 Laughlin, P. (2014), Holistic customer insight as an engine of growth

2.3 Consumer insights introduction

2.4 Van den Driest, F., Sthanunathan, S., & Weed, K. (2016). Building an insights engine

2.5 consumer insights: what?

2.6 cinsumer insights: how?

2.7B Means-end chains in marketing B1 insights and motivation

2.8 User adoption of social networking sites: Eliciting uses and gratifications through a means–end approach,

2.9 Magids, S., Zorfas, A., & Leemon, D. (2015), The new science of customer emotions

2.10 Means-end chains: What? How?

2.11 Means-end chains in marketing practice

3.1 Overview marketing strategy

3.2 value and value equity

3.3 Almquist, Senior and Bloch (2016). The Elements of Value Measuring and delivering—what consumers really want.

3.4 Closing the Marketing Capabilities Gap

3.5 Lemon,Rust& Zeithaml (2001). What drives customer equity?

3.6 Blue Ocean Strategy: FROM THEORY TO PRACTICE

3.7 Lecture 3.1

4.1 behavioral theories

4.2 classical conditioning + operant conditioning

4.3 vicarious learning

4.4 A behavior modification perspective on marketing.

4.5 Wells, V.K. (2014), Behavioural psychology, marketing and consumer behaviour: a literature review and future research agenda

4.6Gelbrich, K., Gäthke, J., & Hübner A. (2017), Rewarding customers who keep a product: How reinforcement affects customers' product return decision in online retailing,

4.7 YUBO CHEN, QI WANG, and JINHONG XIE* Online Social Interactions: A Natural Experiment on Word of Mouth Versus Observational Learnin

5.1brand basics and brand importance

5.2 Dwivedi, Merrilees&Sweeney (2010), Brand extension feedback effects: a holistic framework,

5.4 brand architecture

5.5 relationship equity

5.6 Watson, Beck, Henderson & Palmatier (2015), Building, measuring, and profiting from customer loyalty Building

5.7 customer equity

5.8 Silveira, C., Oliveira, M. and Luce, F. (2017), Comparing alternative approaches to estimate customer equity,

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