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No	서명	저자	발행처	원문제공시작년
61	A Theory of Customer Valuation: Concepts, Metrics, Strategy, and Implementation	Kumar, V.	American Marketing Association	2018

62	Why Consumers Don't See the Benefits of Genetically Modified Foods, and What Marketers Can Do About It	Hingston, Sean T.; Noseworthy, Theodore J.	American Marketing Association	2018

63	Status Games: Market Driving Through Social Influence in the U.S. Wine Industry	Humphreys, Ashlee; Carpenter, Gregory S.	American Marketing Association	2018

64	Hands Off My Brand! The Financial Consequences of Protecting Brands Through Trademark Infringement Lawsuits	Ertekin, Larisa; Sorescu, Alina; Houston, Mark B.	American Marketing Association	2018

65	Retention Futility: Targeting High-Risk Customers Might Be Ineffective	Ascarza, Eva	American Marketing Association]	2018

66	Firms' Strategic Leverage of Unplanned Exposure and Planned Advertising: An Analysis in the Context of Celebrity Endorsements	Derdenger, Timothy P.; Li, Hui; Srinivasan, Kannan	American Marketing Association]	2018

67	Converging on a New Theoretical Foundation for Selling	Hartmann, Nathaniel N.; Wieland, Heiko; Vargo, Stephen L.	American Marketing Association	2018

68	Toward an Optimal Donation Solicitation: Evidence from the Field of the Differential Influence of Donor-Related and Organization-Related Information on Donation Choice and Amount	Fajardo, Tatiana M.; Townsend, Claudia; Bolander, Willy	American Marketing Association	2018

69	(I'm) Happy to Help (You): The Impact of Personal Pronoun Use in Customer—Firm Interactions	Packard, Grant; Moore, Sarah G.; McFerran, Brent	American Marketing Association]	2018

70	Efficient Large-Scale Internet Media Selection Optimization for Online Display Advertising	Paulson, Courtney; Luo, Lan; James, Gareth M.	American Marketing Association]	2018

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