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    Article

    Preismanagement: Eine prozessorientierte Perspektive

    Der Preis ist der effektivste Gewinntreiber aller Marketinginstrumente. Der Beitrag stellt eine prozessorientierte Perspektive des Preismanagements vor, die aus den vier Phasen Strategie, Analyse, Entscheidung un...

    Martin Fassnacht in Marketing Review St. Gallen (2009)

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    Article

    Auswirkungen der Krise auf das Marketing

    Martin Fassnacht in Controlling & Management (2010)

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    Article

    Grundlagen der Preisfairness – Bestandsaufnahme und Ansätze für zukünftige Forschung

    Aufgrund einer hohen Dynamik des Forschungsbereichs ist es das Ziel des vorliegenden Beitrags, eine gesamthafte Bestandsaufnahme der wissenschaftlichen Literatur zum Thema Preisfairness vorzunehmen. Aufbauend ...

    Martin Fassnacht, Jochen Mahadevan in Journal für Betriebswirtschaft (2010)

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    Article

    EDLP versus Hi–Lo pricing strategies in retailing—a state of the art article

    The pricing strategy is seen as one of the five most important priorities in retail management. Over the past years, price wars have emerged and price has become an even more focal point of retailers’ agendas....

    Martin Fassnacht, Sabine El Husseini in Journal of Business Economics (2013)

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    Article

    Extending downward is not always bad: Parent brand evaluations after brand extension to higher and lower price and quality levels

    Extending brands vertically to different price and quality levels is a popular strategy of brand managers to leverage the value of well-established brands. This strategy may increase sales but also risks dilut...

    Daniela Maria Goetz, Martin Fassnacht, Katia Rumpf in Journal of Brand Management (2014)

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    Article

    How do performance feedback characteristics influence recipients’ reactions? A state-of-the-art review on feedback source, timing, and valence effects

    One of the most important measures to stimulate individual performance is feedback, whose effectiveness highly depends on underlying feedback characteristics. Although an extensive body of research has stresse...

    Jonas Lechermeier, Martin Fassnacht in Management Review Quarterly (2018)