Marketing ZFP

doi:10.15358/0344-1369-2022-2

Marketing ZFP

Browse Volumes: Marketing ZFP

MAR Volume 44 (2022) Issue 2

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doi.org/10.15358/0344-1369-2022-2
ISSN: 0344-1369
ISSN online: 0344-1369
C.H.BECK, München C.H.BECK, München

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Abstract

Marketing ZFP is a platform for the academic dialog between marketing science and marketing practice. It offers critical depictions of the newest developments in the central areas of marketing science and marketing practice. Thereby, Marketing ZFP dedicates itself particularly to the transfer of methodological knowledge into practice.

Articles published in Marketing ZFP are peer-reviewed and written in either German or English. English abstracts are available for all articles.

The scientific quality of Marketing ZFP has been ranked highly: In the VHB-JOURQUAL Ranking of the German Association for Business Research, the journal is listed among the top five German journals in business research. In GeMark, the German Marketing-Journal Ranking, it is listed in category B.

For more information for authors and subscribers, see www.marketing-zfp.de.

Chapter Expand | CollapseAuthorsPage
1–1 Titelei/Inhaltsverzeichnis 1–1
2–2 Editorial 2–2
3–62 Research Articles 3–62
- 3–23 Not One and The Same: Published Opinion as a Poor Predictor of Public Opinion Tobias Morath, Manfred Schwaiger, Kristina Mahler Tobias Morath, Manfred Schwaiger, Kristina Mahler 3–23
- 24–43 A Value-in-Use-Oriented Sales Approach for Digital Services of Technology Companies Kea Hartwig, Frank Jacob Kea Hartwig, Frank Jacob 24–43
- 44–62 Branded for Survival: Naming Effects on the Life Expectancy of New Companies Stefan Gürtler, Barbara Miller Stefan Gürtler, Barbara Miller 44–62

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