Allocating marketing budgets in the most efficient way remains one of the key challenges for
any marketing executive. Especially in cases of online pure plays such as social networks, …

Brands represent a significant share of a firm's value. While a brand's value has always been
dependent on acceptance and interaction between consumers, so far, academic literature …

The impact of web-based consumer interaction on brand performance is not integrated within
traditional brand equity measurement. To fill this gap, we introduce the concept of social …

The concept of CRM has evolved into an inherent component of the sales processes of most
medium-sized and large companies. However, despite the high costs involved, the quality …

In 2007, we created the Demand-first Innovation and Growth model (DIG).This framework
proposed a systematic, repeatable process to help brands identify the biggest opportunities for …

… Eberl, Markus and Zinnbauer, Markus (2004): Die Überprüfung von Spezifikation und Güte
von Strukturgleichungsmodellen: Verfahren und Anwendung. Schriften zur empirischen …

Newspaper and magazine publishers may be obliged to abandon their traditional and accepted
print medium ‐ paper ‐ in the intermediate term and distribute their product via a modern …

… I would like to thank Markus Pfeiffer, who contributed significantly at every stage of this …
, Adam Schorr, Andrea Wolf, and Markus Zinnbauer. Several academics, professionals and …

… Bakay, Zoltán and Zinnbauer, Markus (2004): Modelling Brand Equity in a Modern
Business Context. IFSAM World Congress (Modelling Brand Equity in a Modern Business …

The aim of the project was to create a nationwide, uniform, spatially high- resolution nutrient
model together with agricultural and water management authorities of the federal states in …