Ausgabe 2/2015
Inhalt (7 Artikel)
Perspectives
JB Steenkamp on the Success of Marketing Scholarship in Netherlands
Rajdeep Grewal, Jan-Benedict E. M. Steenkamp
Research Article
The Technological Conundrum: How Rapidly Advancing Technology Can Lead to Commoditization
Tat Y. Chan, Ravi Dhar, William Putsis
Research Article
Base + Add-on Pricing in Extremely Competitive Categories
Ruijiao Guo, Purushottam Papatla
Research Article
Implementing Retail Category Management: a Model-Based Approach to Setting Optimal Markups
Michel Wedel, Jie Zhang, Fred Feinberg
Research Article
Wireless Carriers’ Exclusive Handset Arrangements: an Empirical Look at the iPhone
Ting Zhu, Hongju Liu, Pradeep K. Chintagunta