Wagner, Ralf:
The Dark Side of Marketing Communication: Grouping Consumers with Respect to Their Reactance Behavior.
In: .
36th Annual Conference of the German Classification Society (GfKl) in Hildesheim,
2012
Zulauf, Katrin ; Wagner, Ralf:
Power Shift Paradox in Retailer-Manufacturer Negotiations: How to Take Advantage of the Channel Power Shift?.
In: {P}roceedings of the 41st {EMAC} {C}onference, Marketing to Citizens: Going beyond Customers and Consumers.
Lissabon,
2012