Psychology, along with a wide range of other academic disciplines, has influenced research in both consumer behaviour and marketing. However, the influence of one area of psychology—namely, behaviourism—on research on consumers and marketing has been less prominent. Behaviourism has influenced consumer and marketing research through the application of classical and operant conditioning, matchin...

The image of a region or a city is an emerging topic in most debates about economic development strategies at the local and regional level. Image is mostly considered an element of area marketing –a very fashionable item in contemporary policy approachesand instrumental to define communication strategies. Like with products and services, however, image is never (only) the outcome of ad hoc acti...

In this paper we investigate how to make empirical generalizations in marketing. We argue that for substantive empirical generalizations to exist in an area, there should be a sufficient body of relevant research about recurring phenomena. We outline criteria and a procedure to search for and identi@ such generalizations, and we apply the procedure to the area of business marketing negotiations...

The marketing profession is being challenged to assess and communicate the value created by its actions on shareholder value. These demands create a need to translate marketing resource allocations and their performance consequences into financial and firm value effects. The objective of this paper is to integrate the existing knowledge on the impact of marketing on firm value. The authors firs...

Purpose – Drawing on resource-advantage theory and a diverse literature base, this article seeks to further the development of the explanatory foundations of relationship marketing theory by proposing, and then providing, tentative answers to three “why?” questions in relationship marketing: why is relationship marketing so prominent now? Why do firms and consumers enter into relationships with...

This report, prepared with the support of MSI and the Yaffe Center, is being sent to you for your information and review. It is not to be reproduced or published, in any form or by any means, electronic or mechanical, without written permission from the Institute and the author. Introduction This joint report of the Marketing Science Institute and the University of Michigan's Yaffe Center for P...