Volume 73, Number 4
July 2009
Guest Editorial: Is Marketing Academia Losing Its Way?
David J. Reibstein, George Day, & Jerry Wind
Full Text
Marketing of the Life Sciences: A New Framework and Research Agenda for a Nascent Field
Stefan Stremersch & Walter Van Dyck
Executive Summary and Biography Full Text
Distributor Sharing of Strategic Information with Suppliers
Gary L. Frazier, Elliot Maltz, Kersi D. Antia, & Aric Rindfleisch
Executive Summary and Biography Full Text
The Worth of Product Placement in Successful Films: An Event Study Analysis
Michael A. Wiles & Anna Danielova
Executive Summary and Biography Full Text
Implementing the Marketing Concept at the Employee–Customer Interface: The Role of Customer Need Knowledge
Christian Homburg, Jan Wieseke, & Torsten Bornemann
Executive Summary and Biography Full Text
Are Women More Loyal Customers Than Men? Gender Differences in Loyalty to Firms and Individual Service Providers
Valentyna Melnyk, Stijn M.J. van Osselaer, & Tammo H.A. Bijmolt
Executive Summary and Biography Full Text
Technology Convergence: When Do Consumers Prefer Converged Products to Dedicated Products?
Jin K. Han, Seh Woong Chung, & Yong Seok Sohn
Executive Summary and Biography Full Text
Self-Benefit Versus Other-Benefit Marketing Appeals: Their Effectiveness in Generating Charitable Support
Katherine White & John Peloza
Executive Summary and Biography Full Text
Auctioning Keywords in Online Search
Jianqing Chen, De Liu, & Andrew B. Whinston
Executive Summary and Biography Full Text Web Appendix
Online Exclusive: Book Reviews
Africa Rising, by Vijay Mahajan
- Review by Michael M. Goldman, University of Pretoria
- Review by Madhu Viswanathan, University of Illinois