Publications
The Dark Side of Marketing Communication: Grouping Consumers with Respect to Their Reactance Behavior
Wagner, R.
, 36th Annual Conference of the German Classification Society (GfKl) in Hildesheim (2012)
[pdf]
Power Shift Paradox in Retailer-Manufacturer Negotiations: How to Take Advantage of the Channel Power Shift?
Zulauf, K. & Wagner, R.
, Lissabon (2012)