Books By Tomás Bayón - Author

Tomás Bayón is a Professor for Marketing and Service Management at the German Graduate School of Management and Law (GGS), Heilbronn, Germany. In 2009 he became Academic Dean of GGS and since Fall 2016 he is the Dean of GGS. His research interests are in New Venture Marketing (customer legitimacy of new ventures), the marketing - finance interface, and the relationship between customer and employee satisfaction, especially in the service sector.  Martin Eisend is a Professor of Marketing at the European University Viadrina in Frankfurt/Oder, Germany. His research and teaching interests focus on marketing communication, consumer behavior, and empirical generalizations. He is the president of the European Advertising Academy (EAA).  Jochen Koch is a Professor of Management and Organization and Director of the Centre for Entrepreneurship Research at the European University Viadrina in Frankfurt/Oder, Germany. His current research focuses on strategic management, organizations, and entrepreneurship, in particular