Verhoef Study guides, Class notes & Summaries

Summary of the 2 articles of week 7 of MCEV, for RUG-students. The summarized articles are: Neslin, S. A., Gupta, S., Kamakura, W., Lu, J., & Mason, C. H. (2006). Defection detection: Measuring and understanding the predictive accuracy of customer churn models. Journal of marketing research, 43(2), 204-211. Risselada, H., Verhoef, P. C., & Bijmolt, T. H. (2010). Staying power of churn prediction models. Journal of Interactive Marketing, 24(3), 198-208. Summary of the other weeks are also a...

Summary of the 4 articles of week 1 of MCEV, for RUG-students. The summarized articles are: Haenlein, M. (2017), How to date your clients in the 21st century: Challenges in managing customer relationships in today’s world, Business Horizons, 60 (5), 577-586. Lemon, K. N., & Verhoef, P. C. (2016). Understanding customer experience throughout the customer journey. Journal of Marketing, 80(6), 69-96 Oblander, E.S., S. Gupta, C.F. Mela, R.S. Winer, and D.R. Lehmann (2020), The past, present ...

This summary includes: Lecture 2 + Verhoef (Chapter 1, Chapter 2, Chapter 3, Chapter 4 and Chapter 5). Which is the material for Week 2 of Data Engineering for MADS (EBM213A05). Check out the complete summary bundle for the best value.

Summary of the 3 articles of week 5 of MCEV, for RUG-students. The summarized articles are: Pansari, A. and V. Kumar (2017), Customer engagement: the construct, antecedents, and consequences, Journal of the Academy of Marketing Science, 45 (3), 294-311. Van Doorn, J., Lemon, K. N., Mittal, V., Nass, S., Pick, D., Pirner, P., & Verhoef, P. C. (2010). Customer engagement behavior: Theoretical foundations and research directions. Journal of Service Research, 13(3), 253-266. Beckers, S. F. M.,...

Summary of the 3 articles of week 4 of MCEV, for RUG-students. The summarized articles are: De Haan, E., Verhoef, P. C., & Wiesel, T. (2015). The predictive ability o different customer feedback metrics for retention. International Journal of Research in Marketing, 32(2), 195-206. De Haan, E., Verhoef, P.C. and Wiesel, T. (2021). Customer Feedback Metrics for Marketing Accountability. Review of Marketing Research, (18), 49-74. Morgan, N. A., & Rego, L. L. (2006). The value of different cu...

The best complete summary for Data Engineering for MADS (EBM213A05), it includes: Lectures, Readings & Book Chapters (Mandatory + Optional), Weekly Quizzes and the latest Practice Exam. Enhanced with a dynamic table of contents and meticulous organization for readability and easy studying. 100% of profit from this summary is donated to local Groningen NGOs, as well as national ones.

Week 1: Introduction to Digital Transformation Strategy • Adner, R., Puranam, P., & Zhu, F. 2019. What is different about digital strategy? From quanti- tative to qualitative change. Strategy Science, 4(4): 253–261. • Nambisan, S., Wright, M., & Feldman, M. 2019. The digital transformation of innovation and entrepreneurship: Progress, challenges and key themes. Research Policy, 48(8): . • Verhoef, P. C., Broekhuizen, T., Bart, Y., Bhattacharya, A., Qi Dong, J., Fabian, N., & Haenlei...

A concise summary of all articles of DTS. Through experience and attending the lectures, this summary focusses on the most important aspects and translates difficult concepts into easy-to-understand language so that you can easily remember them. Week 1: Introduction to Digital Transformation Strategy • Adner, R., Puranam, P., & Zhu, F. 2019. What is different about digital strategy? From quanti- tative to qualitative change. Strategy Science, 4(4): 253–261. • Nambisan, S., Wright, M., ...

Table of contents: Marketing management as a business process Key article take-aways On consumer beliefs about quality and taste – Spiller and Belogova (2016) What makes it green? The role of centrality of green attributes in evaluations of the greenness of products – Gershoff and Frels (2015) Are multi-channel customers really more valuable? The moderating role of product category characteristics – Kushwaha and Shankar (2013) The impact of different touchpoints on brand c...

1. Adner, R., Puranam, P., & Zhu, F. 2019. What is different about digital strategy? From quantitative to qualitative change. Strategy Science, 4(4): 253–261. 2. Nambisan, S., Wright, M., & Feldman, M. 2019. The digital transformation of innovation and entrepreneurship: Progress, challenges and key themes. Research Policy, 48(8): . 3. Verhoef, P. C., Broekhuizen, T., Bart, Y., Bhattacharya, A., Qi Dong, J., Fabian, N., & Haenlein, M. 2021. Digital transformation: A multidisciplinary refl...