Verhoef Study guides, Class notes & Summaries

I wrote this extended summary for my Marketing Analytics course at Maastricht University. It includes all lectures, articles (see list), and tutorial notes, which helped me to prepare for the open book exam. Article List: Koschmann & Bowman (2018). Evaluating marketplace synergies of ingredient brand alliances; Wedel & Kannan (2016). Marketing Analytics for Data-Rich Environments; Papies & van Heerde (2017). The dynamic interplay between recorded music and live concerts: the role of piracy, ...

Summary of all the exam-relevant articles and lecture notes. Articles: Colicev, Anatoli, Ashwin Malshe, Koen Pauwels, and Peter O'Connor (2018). Improving Consumer Mindset Metrics and Shareholder Value through Social Media: The Different Roles of Owned and Earned Media. Hanssens, Dominique M. and Koen H. Pauwels (2016). Demonstrating the Value of Marketing. Haumann, Till, Benjamin Quaiser, Jan Wieseke, and Mario Rese (2014). Footprints in the Sands of Time: A Comparative Analysis of the Effecti...

For my course Service Management at Maastricht University I wrote an extended summary including all the articles (see list) and tutorial notes. Lectures are not included because there were none. The summary helped me study for and pass the exam. Article list: Berry, L. (2015). Revisiting big ideas in services marketing 30 years later; Vargo & Lusch (2016). Institutions and axioms: an extension and update of service-dominant logic; Rust & Huang (2014). The Service Revolution and the Transform...

A Complete summary of article 2.1 academic year 2020/2021.

Summary of all articles for the course Strategic Decision-Making in Marketing. The following articles are included: 1.1. Market orientation, customer value, and superior performance Slater & Narver 1994 1.2. Closing the marketing capabilities gap Day 2011 1.3. Marketing department power and firm performance Feng, Morgan & Rego 2015 2.1. Does a differentiation strategy lead to more sustainable financial performance than a cost leadership strategy? Banker, Mashruwala & Tripathy 2014 2.2. Refe...

A summary for the literature of Digital Marketing & Metrics, including all the articles we need to know for the exam (as confirmed by the teacher): - Lemon & Verhoef (2016) - Ailawadi & Farris (2017) - Naik & Peters (2009) - Bucklin et al. (2009) p. 175-190 - Rutz & Bucklin (2012) - Li et al. (2016) - Babic et al. (2016) - Hewett et al. (2016) - Schwiedel & Moe (2014) - Akpinar & Berger (2017) - Tucker (2015) - Dinner et al. (2014)

Summary of all the articles of the marketing performance course 2018/2019. The following articles are included: Katsikeas et al. (2016), Homburg & Pflesser (2000), Kirca et al. (2005), Maignan & Ferrell (2004), Hillebrand et al. (2015), Rust (2004), Leroi-Werelds et al. (2014), Kumar (2018), Bart et al (2005), Palmatier et al (2006), Homburg et al. (2015), Haumann et al (2014), Homburg et al (2012), Verhoef & Leeflang (2009) and Hanssens & Pauwels (2016).

Summary Articles Strategic Marketing Master Marketing University of Groningen Articles included: Montgomery, Moore & Urbany Verhoef & Leeflang Ataman, van Heerde, & Mela Rust, Moorman, & Dickson Wedel Heskett, Jones, Loveman, Sasser, & Schlesinger Van Heerde, Gijsenberg, Dekimpe, & Steenkamp Leone, Rao, Keller, Luo, McAlister, & Srivastava Srinivasan, Hanssens

This paper summarizes all 21 articles for the course Marketing & Innovation (1ZM11) for the Master Innovation Management at University of Technology Eindhoven in the year 2017-2018. It covers the following articles: 1. Arts, J. W., Frambach, R. T., & Bijmolt, T. H. (2011). Generalizations on consumer innovation adoption: a meta-analysis on drivers of intention and behavior. International Journal of Research in Marketing, 28(2), 134-144. 2. Chang, W., & Taylor, S. A. (2016). The effectiveness o...

Summary of Customer Models plus articles in question & answer form. Content discussed: Logit / Probit models Multinomial / Ordered / Nested logit Hurdle / Tobit models Count models Duration models Articles discussed: Chapter Dennis Fok Blattberg et al. (2009) Ch. 17 Guadagni and Little (1983) Prins and Verhoef (2007) Nitzan and Libai (2011) Gielens and Dekimpe (2007) Trusov et al. (2010) Sample exam with detailed answers included.