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Reference Section

This section provides in-depth coverage of marketing topics gathered from AMA publications and other leading industry sources, as well as original MarketingPower.com Best Practice papers.


TitlePublication DateArticle TypeSourceTopic
Loyalty 2.0 Three trends that may alter the loyalty landscape11/16/2009ArticleCOLLOQUYBrand/Product Management, Customer Relations, Database/CRM, Global Marketing, Marketing Strategy/Planning, Services Marketing
Corporate Hypocrisy: Overcoming the Threat of Inconsistent Corporate Social Responsibility Perceptions11/1/2009ArticleJournal of MarketingMarketing Communications, Merchandising/Retail, Public Relations
Evaluating the Financial Impact of Branding Using Trademarks: A Framework and Empirical Evidence11/1/2009ArticleJournal of MarketingBrand/Product Management, Marketing Strategy/Planning
Impact of Mad Money Stock Recommendations: Merging Financial and Marketing Perspectives11/1/2009ArticleJournal of MarketingAdvertising, Marketing Communications, Public Relations
The Debate over Doing Good: Corporate Social Performance, Strategic Marketing Levers, and Firm-Idiosyncratic Risk11/1/2009ArticleJournal of MarketingAdvertising, Brand/Product Management, Customer Relations, Marketing Strategy/Planning, Product Development
Does Advertising Spending Influence Media Coverage of the Advertiser?11/1/2009ArticleJournal of MarketingAdvertising, Brand/Product Management, Marketing Communications, Public Relations
Conceptualizing and Measuring the Monetary Value of Brand Extensions: The Case of Motion Pictures11/1/2009ArticleJournal of MarketingBrand/Product Management, Product Development
Consumer-Based Brand Equity and Firm Risk11/1/2009ArticleJournal of MarketingBrand/Product Management, Marketing Strategy/Planning
Regulatory Exposure of Deceptive Marketing and Its Impact on Firm Value11/1/2009ArticleJournal of MarketingAdvertising, Marketing Strategy/Planning
The Robustness of the Effects of Consumers' Participation in Market Research:The Case of Service Quality Evaluations11/1/2009ArticleJournal of MarketingMarketing Research, Services Marketing

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