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Presentation at retailing conference at Georgia State University

When firms go to market, they can either use predominantly their brand, rely on a CRM approach, or do both at the same time. Why do these differences persist and do they change over time and why? Prof Reinartz presents joint work with Simeng Han and Bernd Skiera from Goethe University (Frankfurt) on this question at the Conference on Metrics and Analytics in Retailing at Georgia State University (November 13-15 2019).