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Guenther, Peter ORCID: 0000-0002-1240-9845 and Guenther, Miriam ORCID: 0000-0001-6033-8466
(2022)
Can B2B firms benefit from competitors' advertising? A dynamic business environment perspective on an emerging communication form.
Industrial Marketing Management, 102.
pp. 252-265.
Guenther, Peter ORCID: 0000-0002-1240-9845, Guenther, Miriam ORCID: 0000-0001-6033-8466, Lukas, Bryan A and Homburg, Christian
(2024)
EXPRESS: Consequences of Marketing Asset Accountability – a Natural Experiment.
[Preprint]
Guenther, Peter ORCID: 0000-0002-1240-9845, Guenther, Miriam ORCID: 0000-0001-6033-8466, Ringle, Christian M, Zaefarian, Ghasem and Cartwright, Severina ORCID: 0000-0002-1088-6816
(2023)
Improving PLS-SEM use for business marketing research.
INDUSTRIAL MARKETING MANAGEMENT, 111.
pp. 127-142.
Guenther, Miriam ORCID: 0000-0001-6033-8466 and Guenther, Peter ORCID: 0000-0002-1240-9845
(2020)
Is advertising an underappreciated driver of sales growth in B2B markets? Theoretical perspectives and empirical evidence.
Industrial Marketing Management, 87.
pp. 76-89.
Guenther, Peter ORCID: 0000-0002-1240-9845 and Guenther, Miriam ORCID: 0000-0001-6033-8466
(2018)
Isolating the value-relevant part of advertising spending.
European Journal of Marketing, 52 (7/8).
pp. 1625-1650.
Guenther, Miriam ORCID: 0000-0001-6033-8466 and Guenther, Peter ORCID: 0000-0002-1240-9845
(2021)
The complex firm financial effects of customer satisfaction improvements.
INTERNATIONAL JOURNAL OF RESEARCH IN MARKETING, 38 (3).
pp. 639-662.
Guenther, Miriam ORCID: 0000-0001-6033-8466 and Guenther, Peter ORCID: 0000-0002-1240-9845
(2019)
The value of branding for B2B service firms—The shareholders' perspective.
Industrial Marketing Management, 78.
pp. 88-101.