Themes Vol. 2 No. 2 / 2010

DOES QUALITY WIN?
COMPETING AGAINST AN ENTRENCHED MARKET LEADER IN HIGH-TECH MARKETS

Gerard J. Tellis, Eden Yin and Rakesh Niraj

pp. 8-15

“CALL. MAIL. SHOOT. LISTEN. PLAY“.
BUT WHAT FUNCTIONALITIES ADD REAL VALUE IN CONVERGENT PRODUCTS?

Tripat Gill

pp. 16-25

CUSTOMIZATION: A GOLDMINE OR A WASTELAND?

Nikolaus Franke, Peter Keinz and Christoph J. Steger

pp. 26-33

LEFT BEHIND EXPECTATIONS
HOW TO PREVENT CRM IMPLEMENTATIONS FROM FAILING

Jan U. Becker, Goetz Greve and Sönke Albers

pp. 34-41

PROVING MARKETING SUCCESS PAYS OFF!
MARKETING PERFORMANCE MEASUREMENT AND ITS EFFECTS ON MARKETINGS STATURE AND FIRM SUCCESS

Don O’Sullivan and Andrew V. Abela

pp. 42-49

Trying Harder and Doing Worse:
How Grocery Shoppers Track In-Store Spending

Van Ittersum, Koert; Joost M. E. Pennings, Brian Wansink

pp.50-51

MIR TALKS TO VINITA BALI, MANAGING DIRECTOR AND CEO OF BRITANNIA INDUSTRIES

Interview by Srinivas K. Reddy