Quantitative Marketing and Marketing Management

1. Consumer Behavior and Retailing

   1. Combining Micro and Macro Data to Study Retailer Pricing in the Presence of State Dependence

      • Daniel Klapper, German Zenetti

      Pages 379-400

   2. Service Satisfaction With Premium Durables: A Cross-Cultural Investigation

      • Michael Löffler, Reinhold Decker

      Pages 401-422

   3. Brand Loyalty vs. Loyalty to Product Attributes

      • Cam Rungie, Gilles Laurent

      Pages 423-444

2. Marketing Management

   1. Front Matter

      Pages 445-445

      PDF

   2. Market Shaping Orientation and Firm Performance

      • Markus Blut, Hartmut H. Holzmüller, Markus Stolper

      Pages 447-466

   3. Sponsorship of Televised Sport Events

      • Reinhard Grohs, Heribert Reisinger

      Pages 467-483

   4. The Countenance of Marketing: A View From the 21stCentury Ivory Tower

      • Rajan Nataraajan

      Pages 485-499

   5. Profiting From Uncertainty

      • Kalyan Raman, Hubert Gatignon

      Pages 501-515

   6. An Empirical Analysis of Brand Image Transfer in Multiple Sports Sponsorships

      • Henrik Sattler, Oliver Schnittka, Franziska Völckner

      Pages 517-530

   7. Effects of Money-Back and Low-Price Guarantees on Consumer Behavior

      • Thomas Suwelack, Manfred Krafft

      Pages 531-561

   8. The Perceived Value of Brand Heritage and Brand Luxury

      • Klaus-Peter Wiedmann, Nadine Hennigs, Steffen Schmidt, Thomas Wüstefeld

      Pages 563-583

3. Business Administration in Vienna

   1. Front Matter

      Pages 585-585

      PDF

   2. Studying Business Administration in Vienna

      • Claus Ebster, Heribert Reisinger

      Pages 587-599

4. Udo Wagner

   1. Front Matter

      Pages 601-601

      PDF

   2. The Marketing Scientist

      • Adamantios Diamantopoulos, Wolfgang Fritz, Lutz Hildebrandt

      Pages 603-607

   3. List of Publications

      • Adamantios Diamantopoulos, Wolfgang Fritz, Lutz Hildebrandt

      Pages 609-626

5. Back Matter

   Pages 627-630

   PDF

Quantitative marketing has been gaining importance during the last decade. This is indicated by the growing number of model- and method-oriented studies published in leading journals as well as by the many successful applications of quantitative approaches in pricing, advertising, new product planning, and market segmentation decisions. In addition, market research has clearly benefitted from applying advanced quantitative models and methods in practice. Some 60 researchers – among them worldwide leading scholars – offer a broad overview of quantitative approaches in marketing. They not only highlight diverse mathematical and methodological perspectives, but also demonstrate the relevance and practical consequences of applying quantitative approaches to marketing problems.

• Empirische Marktmodellierung
• Festschrift
• Festschrift Udo Wagner
• Handel
• Käuferverhalten
• Marketing-Management
• Marketing-Modelle

• Chair of International Marketing, University of Vienna, Vienna, Austria

  Adamantios Diamantopoulos

• Braunschweig, Germany

  Wolfgang Fritz

• Berlin, Germany

  Lutz Hildebrandt

Professor DDr. Adamantios Diamantopoulos, Holder of the Chair of International Marketing, University of Vienna, Austria.
Professor Dr. Wolfgang Fritz, Director of the Institute of Marketing, Technische Universität Braunschweig, Germany, and Honorary Professor, University of Vienna, Austria.
Professor Dr. Lutz Hildebrandt, Director of the Institute of Marketing, Humboldt University of Berlin, Germany, and Honorary Professor, University of Vienna, Austria.

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