Palmatier Study guides, Class notes & Summaries

Article summary of Watson, G., J. Beck, C. Henderson and R. W. Palmatier (2015) - Building, Measuring, and Profiting from Customer Loyalty

Review of all articles of the course of 2018,including Anderson, James C.,and James A. Narus (1998), “Business Marketing: Understanding what Customers Value”. Harvard Business Review, 76 (November– December), 53–65. Anderson, James C., Narus, James A., and Wouter van Rossum (2006). “Customer Value Propositions in Business Markets”, Harvard Business Review, 84 (March), 90–99. Homburg, Christian, Halina Wilczek, and Alexander Hahn. "Looking beyond the horizon: How to approach t...

Week 1: Introduction Marketing Strategy - Porter(1996), What Is Strategy?, Harvard Business Review, nov-dec, p61-78  Collis&Rukstad (2008), Can you say what your strategy is?, Harvard business review, April, p82 90 - Morgan (2012), Marketing and business performance, Journal of the Academy of Marketing Science, vol 40:102–119 - Lemon,Rust& Zeithaml (2001). What drives customer equity? Marketing Management 10 (1), p20 Week 2: Internal&external analysis - Herhausen (2016), Unfold...

This summary elaborates on Managing Customer Value (Lecture 6) which represents a follow-up on this concept which was brought up in Lecture 5. The summary includes class and slides notes along with a useful summary of the literature analyzed in this lecture. - Factors Influencing the Effectiveness of Relationship Marketing: A Meta-Analysis- Palmatier et al (2006) Basically all the material you need in mastering the lecture.

Summary of the articles for the course Marketing Performance in the master Marketing, Radboud University, 2016-2017. Includes the following articles: Katsikeas et al. (2016), Homburg & Pflesser (2000), Kirca et al. (2005), Maignan & Ferrell (2004), Hillebrand et al. (2015), Rust et al. (2001), Leroi-Werelds et al. (2014), Zeithaml et al. (2001), Bart et al. (2005), Boulding et al. (2005), Palmatier et al. (2006), Feng et al. (2015), Verhoef & Leeflang (2009), Homburg et al. (2012), Reinartz et a...