D irección de marketing es el libro líder en la enseñanza de marketing porque su contenido
y su organización reflejan de forma sistemática los cambios en la teoría y la práctica de esta …

For the widespread establishment of a circular economy, the acceptance of used products
among consumers is a prerequisite. This paper investigates the customer experience of …

Many firms are beginning to replace customer service employees with bots, from humanoid
service robots to digital chatbots. Using real human–bot interactions in lab and field settings …

Frontline employees in traditional customer service units are under increasing pressure to
pursue the twin goals of providing quality service while achieving productivity gains by …

Interactions between consumers and humanoid service robots (HSRs; ie, robots with a
human-like morphology such as a face, arms, and legs) will soon be part of routine …

Continual innovation and new technology are critical in hel** retailers' create a
sustainable competitive advantage. In particular, shopper-facing technology plays an …

In this paper, we develop conjectures for understanding how information technology (IT)
strategy and IT investments jointly influence profitability and the market value of the firm. We …

The nature of marketing science is changing in a systematic, predictable, and irrevocable
way. As information technology enables ubiquitous customer communication and big …

Advancements in technology are radically transforming service, and increasingly providing
the underlying basis for service strategy. In this paper, we develop a typology and …

This research examines the impact of online display advertising and paid search advertising
relative to offline advertising on firm performance and firm value. Using proprietary data on …