Tracy has curated a collection of cutting edge research articles to accompany each chapter from the American Marketing Association. Make use of this exclusive access to 25 studies by leading researchers in the field of Marketing and max your grade!

Journal of Marketing and Journal of Marketing Research articles are available courtesy of the American Marketing Association: www.ama.org

Thomas Dotzel, Venkatesh Shankar (2019). The Relative Effects of Business-to-Business (vs. Business-to-Consumer) Service Innovations on Firm Value and Firm Risk: An Empirical Analysis, Journal of Marketing

Amalesh Sharma, Alok R. Saboo, V. Kumar (2018). Investigating the Influence of Characteristics of the New Product Introduction Process on Firm Value: The Case of the Pharmaceutical Industry, Journal of Marketing, 82 (5), 66-85