Veröffentlichungen von Prof. Dr. Marco Schwenke
2020
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 |
2019
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. |
2016
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. |