Veröffentlichungen von Prof. Dr. Marco Schwenke
Video Game Advertising as Part of the Game: The Trailer’s Information Load as a Critical Factor for Emotional Value and Customer Behaviors
Global Marketing Conference, Seoul, Republic of Korea, DOI: https://doi.org/10.15444/GMC2020.11.04.02
Give the Customer an Inch and Prepare for Giving a Mile: The Effect of Salesperson’s Customer Orientation on Customers’ Negotiation Aspirations
AMA Winter Academic Conference, San Diego, California, USA.
Price Negotiating for Services: Elucidating the Ambivalent Effects on Customers’ Negotiation Aspirations
Journal of the Academy of Marketing Sciences, 48 (2), 165–185, DOI: https://doi.org/10.1007/s11747-019-00676-4
When Risk Rules Price Negotiations: The Effects of Goods versus Services on Customers in Personal Selling
EMAC 48th Annual Conference, Hamburg, Germany.
Goods versus Services in Price Negotiations: An Examination of Customers’ Psychological and Behavioral Responses
AMA Winter Academic Conference, Austin, Texas, USA.
The Customer Is King of the Price Negotiation: When Customer Orientation Harms Price Enforcement in Personal Selling
AMA Winter Academic Conference, Las Vegas, Nevada, USA.