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Table of Contents, Journal of Marketing 

Volume 72, Number 5
September 2008

Effect of Service Transition Strategies on Firm Value
Eric (Er) Fang, Robert W. Palmatier and Jan-Benedict E.M. Steenkamp
Executive Summary and Biography                  Full Text

Reasons for Market Evolution and Budgeting Implications
Fang Wang and Xiao-Ping (Steven) Zhang
Executive Summary and Biography                  Full Text

Does Academic Research Help or Hurt MBA Programs?
Debanjan Mitra and Peter N. Golder
Executive Summary and Biography                  Full Text

Performance Implications of Adopting a Customer-Focused Sales Campaign
V. Kumar, Rajkumar Venkatesan, and Werner Reinartz
Executive Summary and Biography                  Full Text

Advertising to Bilinguals: Does the Language of Advertising Influence the Nature of Thoughts?
Jaime Noriega and Edward Blair
Executive Summary and Biography                  Full Text

Flow Signals: How Patterns Over Time Affect the Acceptance of Start-Up Firms
Jade S. DeKinder and Ajay K. Kohli
Executive Summary and Biography                  Full Text

When Marketing Strategy First Meets Wall Street: Marketing Spendings and Firms’ Initial Public Offerings (IPOs)
Xueming Luo
Executive Summary and Biography                  Full Text

Customer Prioritization: Does It Pay Off and How Should It Be Implemented?
Christian Homburg, Mathias Droll, and Dirk Totzek
Executive Summary and Biography                  Full Text

How Customer Portfolio Affects New Product Development  In Technology-Based Entrepreneurial Firms
Helena Yli-Renko and Ramkumar Janakiraman
Executive Summary and Biography                  Full Text

Online Exclusive: Special Essay by Gary L. Lilien
Full Text

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