Volume 73, Number 5
September 2009
The Role of Customer Gratitude in Relationship Marketing
Robert W. Palmatier, Cheryl Burke Jarvis, Jennifer R. Bechkoff, & Frank R. Kardes
Executive Summary and Biography Full Text
The Interplay Among Category Characteristics, Customer Characteristics, and Customer Activities on In-Store Decision Making
J. Jeffrey Inman, Russell S. Winer, & Rosellina Ferraro
Executive Summary and Biography Full Text
How Brand Community Practices Create Value
Hope Jensen Schau, Albert M. Muñiz, Jr., & Eric J. Arnould
Executive Summary and Biography Full Text
Marketing Alliances, Firm Networks, and Firm Value Creation
Vanitha Swaminathan, & Christine Moorman
Executive Summary and Biography Full Text
Managing Dynamics in a Customer Portfolio
Christian Homburg, Viviana V. Steiner, & Dirk Totzek
Executive Summary and Biography Full Text
Effects of Word-of-Mouth Versus Traditional Marketing: Findings from an Internet Social Networking Site
Michael Trusov, Randolph E. Bucklin, & Koen Pauwels
Executive Summary and Biography Full Text
Testing the Value of Customization: When Do Customers Really Prefer Products Tailored to Their Preferences?Nikolaus Franke, Peter Keinz, & Christoph J. Steger
Executive Summary and Biography Full Text
Brand-Specific Leadership: Turning Employees into Brand Champions
Felicitas M. Morhart, Walter Herzog, & Torsten Tomczak
Executive Summary and Biography Full Text
Book Reviews (Online Exclusive)
Understanding Privacy, by Daniel J. Solove
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Review by George R. Milne,
University of Massachusetts
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Review by Mona Srivastava, Harvard Business School India Research Center