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Journal of Marketing
The JM Buzz
The JM Buzz discusses cutting-edge marketing research. In each episode, we outline a forthcoming article in Journal of Marketing, the premier scholarly journal in the marketing field. Enjoy!
The JM Buzz is a production of the Journal of Marketing and is produced by University FM.
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Recent Episodes
A new Journal of Marketing study shows how India aimed to make essential medicines more affordable but inadvertently ended up reducing drug sales.
Read an in-depth recap of this research here:...
Published 11/07/24
Published 11/07/24
Do you know the financial value of Gatorade's or Netflix’s customer base? If your answer is no, you're not alone. Firms provide little external information about the financial value of their marketing assets such as brands and customer relationships. This Journal of Marketing study shows that...
Published 10/24/24
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