Jim Dalrymple, «Apple’s Uphill Climb», MacWorld, June 2005, pp. 16+; Nick Wingfield, «But Will Apple See a Boost?» Wall Street Journal, April 28, 2005, pp. B1+; Randall Stross, «How the iPod Ran Circles Around the Walkman», New York Times, March 13, 2005, sec. 3, p. 5.

«The Boston Beer Company», Beverage Industry, January 2005, p. 19; Sam Hill and Glenn Rifkin, Radical Marketing (New York: HarperBusiness, 1999); Gerry Khermouch, «Keeping the Froth on Sam Adams», BusinessWeek, September 1, 2003, pp. 54—56.

American Marketing Association, 2004.

Peter Drucker, Management: Tasks, Responsibilities, Practices (New York: Harper and Row, 1973), pp. 64—65.

Philip Kotler, «Dream Vacations: The Booming Market for Designed Experiences», The Futurist (October 1984): 7–13: B. Joseph Pine II and James Gilmore, The Experience Economy (Boston: Harvard Business School Press, 1999); Bernd Schmitt, Experience Marketing (New York: Free Press, 1999); Mark Hyman, «The Family That Fields Together», Business Week, February 9, 2004, p. 92.

Irving J. Rein, Philip Kotler, and Martin Stoller, High Visibility (Chicago: NTC Publishers, 1998); H. Lee Murphy, «New Salton Recipe: Celeb Chefs», Crain’s Chicago Business, April 4, 2005, p. 4.

Philip Kotler, Irving J. Rein, and Donald Haider, Marketing Places: Attracting Investment, Industry, and Tourism to Cities, States and Nations (New York: Free Press, 1993); and Philip Kotler, Christer Asplund, Irving Rein, and Donald H. Haider, Marketing Places in Europe: Attracting Investment, Industry, and Tourism to Cities, States and Nations (London: Financial Times Prentice-Hall, 1999); Marketing Places Europe (London: Financial Times Prentice-Hall, 1999).

Connie Lewis, «Bullish Figures Not All Fun, Games for Hoteliers», San Diego Business Journal, January 24, 2005, pp. 3+.

Carl Shapiro and Hal R. Varian, «Versioning: The Smart Way to Sell Information», Harvard Business Review (November–December 1998): 106—114.

John R. Brandt, «Dare to Be Different», Chief Executive, May 2003, pp. 34—38.

Paige Albiniak, «A Sober Success Story», Broadcasting & Cable, March 28, 2005, p. 60.

Далее, говоря «фирма» или «компания», мы будем иметь в виду активного субъекта рынка.

Jeffrey Rayport and John Sviokla, «Managing in the Marketplace», Harvard Business Review (November–December 1994): 141—150. См. также: «Exploring the Virtual Value Chain», Harvard Business Review (November–December 1995): 75—85.

Mohan Sawhney, Seven Steps to Nirvana (New York: McGraw–Hill, 2001).

Gerry Khermouch, «Breaking into the Name Game», BusinessWeek, April 7, 2003, p. 54; «China’s Challenge», Marketing Week, October 2, 2003, pp. 22—24.

Bruce I. Newman, ed., Handbook of Political Marketing (Thousand Oaks, CA: Sage Publications, 1999); and Bruce I. Newman, The Mass Marketing of Politics (Thousand Oaks, CA: Sage Publications, 1999).

John B. McKitterick, «What Is the Marketing Management Concept?» в: Frank M. Bass ed. The Frontiers of Marketing Thought and Action (Chicago: American Marketing Association, 1957), pp. 71—82; Fred J. Borch, «The Marketing Philosophy as a Way of Business Life», The Marketing Concept: Its Meaning to Management (Marketing series, no. 99) (New York: American Management Association, 1957), pp. 3–5; Robert J. Keith, «The Marketing Revolution», Journal of Marketing (January 1960): 35—38.

Theodore Levitt, «Marketing Myopia», Harvard Business Review (July–August 1960) 50.

Ajay K. Kohli and Bernard J. Jaworski, «Market Orientation: The Construct, Research Propositions, and Managerial Implications», Journal of Marketing (April 1990): 1–18; John C.

Narver and Stanley F. Slater, «The Effect of a Market Orientation on Business Profitability», Journal of Marketing (October 1990): 20—35; John C. Narver and Stanley F. Slater, «Market Orientation, Customer Value, and Superior Performance», Business Horizons (March–April 1994), 22—28; A. Pelham and D. Wilson, «A Longitudinal Study of the Impact of Market Structure, Firm Structure, Strategy and Market Orientation Culture on Dimensions of Business Performance», Journal of the Academy of Marketing Science 24, no. 1 (1996): 27—43; Rohit Deshpande and John U. Farley, «Measuring Market Orientation: Generalization and Synthesis», Journal of Market-Focused Management 2 (1998): 213—232.

John C. Narver, Stanley F. Slater, and Douglas L. MacLachlan «Total Market Orientation, Business Performance and Innovation», Working Paper Series, Journal of Marketing Science Institute, Report No. 00–116, 2000, pp. 1–20. См. также: Ken Matsuno and John T. Mentzer, «The Effects of Strategy Type on the Market Orientation-Performance Relationship», Journal of Marketing (October 2000): 1–16.

Evert Gummesson, Total Relationship Marketing (Boston: Butterworth-Heinemann, 1999); Regis McKenna, Relationship Marketing (Reading, MA: Addison-Wesley, 1991); Martin Christopher, Adrian Payne, and David Ballantyne, Relationship Marketing: Bringing Quality, Customer Service, and Marketing Together (Oxford, U.K.: Butterworth-Heinemann, 1991).

James C. Anderson, Hakan Hakansson, and Jan Johanson, «Dyadic Business Relationships within a Business Network Context», Journal of Marketing (October 15, 1994): 1–15.

Laura Mazur, «Personal Touch Is Now Crucial to Growing Profits», Marketing, November 27, 2003, p. 18.

Neil H. Borden, «The Concept of the Marketing Mix», Journal of Advertising Research 4 (June): 2–7. Еще одна схема приведена в: George S. Day, «The Capabilities of Market-Driven Organizations», Journal of Marketing 58, no. 4 (October 1994): 37—52.

E. Jerome McCarthy, Basic Marketing: A Managerial Approach, 12th ed. (Homewood, IL: Irwin, 1996). Стоит также отметить две альтернативные классификации. А. Фрей предложил делить все переменные маркетинговых решений по двум факторам: предложению (товар, упаковка, торговая марка, цена и сервис) и методам и инструментам (каналы распределения, личная продажа, реклама, стимулирование сбыта и связи с общественностью). См. Albert W. Frey, Advertising, 3rd ed.(New York: Ronald Press, 1961), p. 30. У. Лэзер и Ю. Келли предложили трехфакторную классификацию: комплекс товаров и услуг, комплекс распределения и комплекс коммуникации. См. William Lazer and Eugene L. Kelly, Managerial Marketing: Perspectives and Viewpoints, rev. ed. (Homewood, IL: Irwin, 1962), p. 413.

Robert Lauterborn, «New Marketing Litany: 4P’s Passе′; C-Words Take Over», Advertising Age, October 1, 1990, p. 26.

«McDonald’s Corp.’s Poultry Suppliers in the United States and Europe Have Ceased Using Human Antibiotics as Growth Promoters in Chickens, the Company Said», Nation’s Restaurant News Daily NewsFax, January 14, 2005, p. 1; William Greider, «Victory at McDonald’s», The Nation, August 18, 2003.

Hamish Pringle and Marjorie Thompson, Brand Soul: How Cause-Related Marketing Builds Brands (New York: John Wiley & Sons, 1999); Richard Earle, The Art of Cause Marketing (Lincolnwood, IL: NTC, 2000).

Из личной беседы с Г. Карпентером.

Stanley C. Plog, «Starbucks: More Than a Cup of Coffee», Cornell Hotel & Restaurant Administration Quarterly, May 2005, pp. 284+; Bruce Finley, «Starbucks Executive Reflects on Corporate Social Responsibility», Denver Post, April 12, 2002, (www.denverpost.com); Howard Schultz, Pour Your Heart Into It (New York: Hyperion, 1997).

H. Hammonds, «Michael Porter’s Big Ideas», Fast Company, March 2001, pp. 150—154.

Michael E. Porter, Competitive Advantage: Creating and Sustaining Superior Performance (New York: Free Press, 1985).

См.: Robert Hiebeler, Thomas B. Kelly, and Charles Ketteman, Best Practices: Building Your Business with Customer-Focused Solutions (New York: Simon and Schuster, 1998).

См.: Michael Hammer and James Champy, Reengineering the Corporation (New York: Harper Business, 1993).

Myron Magnet, «The New Golden Rule of Business», Fortune, November 28, 1994, pp. 60—64.

C. K. Prahalad and Gary Hamel, «The Core Competence of the Corporation», Harvard Business Review (May–June 1990): 79—91.

Pew Internet and American Life Project Survey, November–December 2000.

См. Peter Drucker, Management: Tasks, Responsibilities and Practices (New York: Harper & Row, 1973), ch. 7.

См. «The Hollow Corporation», BusinessWeek, March 3, 1986, pp. 57—59. См. также William H. Davidow and Michael S. Malone, The Virtual Corporation (New York: HarperBusiness, 1992).

Подробное обсуждение этого вопроса приведено в работе Laura Nash, «Mission statements – Mirrors and Windows», Harvard Business Review (March–April 1988), pp. 155—156.

Derek Abell, Defining the Business: The Starting Point of Strategic Planning (Upper Saddle River, NJ: Prentice Hall, 1980), ch. 3.

Theodore Levitt, «Marketing Myopia», Harvard Business Review (July–August 1960): 45—56.

Tilman Kemmler, Monika Kubikova′, Robert Musslewhite and Rodney Prezeau, «E-Performance II – The Good, the Bad and the Merely Average», эксклюзивный материал для mckinseyquarterly.com, 2001.

Размер матрицы может быть увеличен до девяти ячеек, если добавить в нее модифицированные товары и модифицированные рынки.

«Business: Microsoft’s Contradiction», The Economist, January 31, 1998, pp. 65—67; Andrew J. Glass, «Microsoft Pushes Forward, Playing to Win the Market», Atlanta Constitution, June 24, 1998, p. D12; Ron Chernow, «The Burden of Being a Misunderstood Monopolist», BusinessWeek, November 22, 1999, p. 42.

E. Jerome McCarthy, Basic Marketing: A Managerial Approach, 12th ed. (Homewood, IL: Irwin, 1996).

Paul J. H. Shoemaker, «Scenario Planning: A Tool for Strategic Thinking», Sloan Management Review (Winter 1995): 25—40.

В англоязычной аббревиатуре SWOT перечислены сокращения обследуемых параметров внешней и внутренней среды компании: Strengths – сила; Weaknesses – слабость; Opportunities – возможности; Threats – угрозы.

Philip Kotler, Kotler on Marketing (New York: Free Press, 1999).

См. Michael E. Porter, Competitive Strategy: Techniques for Analyzing Industries and Competitors (New York: Free Press, 1980), ch. 2.

Michael E. Porter, «What Is Strategy?» Harvard Business Review (November–December 1996), pp. 61—78.

О стратегических альянсах вы можете прочесть в: Peter Lorange and Johan Roos, Strategic Alliances: Formation, Implementation and Evolution (Cambridge, MA: Blackwell, 1992); Jordan D. Lewis, Partnerships for Profit: Structuring and Managing Strategic Alliances (New York: The Free Press, 1990); John R. Harbinson and Peter Pekar Jr., Smart Alliances: A Practical Guide to Repeatable Success (San Francisco: Jossey-Bass, 1998); Harvard Business Review on Strategic Alliances (Cambridge, MA: Harvard Business School Press, 2002).

См. Robin Cooper and Robert S. Kaplan, «Profit Priorities from Activity-Based Costing», Harvard Business Review (May–June 1991): 130–35.

См. Thomas J. Peters and Robert H. Waterman, Jr., In Search of Excellence: Lessons from America’s Best-Run Companies (New York: Harper &Row, 1982) pp. 9–12. Этой же схемой пользуется в: Richard Tanner Pascale and Anthony G. Athos, The Art of Japanese Management: Applications for American Executives (New York: Simon & Schuster, 1981).

См. Terrence E. Deal and Allan A. Kennedy, Corporate Cultures: The Rites and Rituals of Corporate Life (Reading, MA: Addison-Wesley, 1982); «Corporate Culture», BusinessWeek, October 27, 1980, pp. 148—160; Stanley M. Davis, Managing Corporate Culture (Cambridge, MA: Ballinger, 1984); and John P. Kotter and James L. Heskett, Corporate Culture and Performance (New York: The Free Press, 1992).

Marian Burk Wood, The Marketing Plan Handbook, 2d ed. (Upper Saddle River, NJ: Prentice Hall, 2005).

Donald R. Lehmann and Russell S. Winter, Product Management, 3d ed. (Boston: McGraw-Hill/Irwin, 2001).

John McManus, «Stumbling into Intelligence», American Demographics (April 2004): 22—25.

John Gaffney, «The Buzz Must Go On», Business 2.0, February 2002, pp. 49—50.

Tim Ambler, Marketing and the Bottom Line: The New Metrics of Corporate Wealth (London: FT Prentice Hall, 2000).

Bob Donath, «Employ Marketing Metrics with a Track Record», Marketing News, September 15, 2003, p. 12.

Kusum L. Ailawadi, Donald R. Lehmann, and Scott A. Neslin, «Revenue Premium as an Outcome Measure of Brand Equity», Journal of Marketing 67 (October 2003): 1–17.

Fred Vogelstein, «Mighty Amazon», Fortune, May 26, 2003, pp. 60—74.

Robert S. Kaplan and David P. Norton, The Balanced Scorecard (Boston: Harvard Business School Press, 1996).

Как вариант, компании могут сосредоточиваться на факторах, оказывающих воздействие на их акционерную стоимость. Цель маркетингового планирования – увеличение акционерной стоимости, которая представляет собой текущую стоимость доходов будущих периодов, созданных за счет деятельности компании в текущем периоде. В анализе рентабельности обычно рассматриваются результаты только за один год. См. Alfred Rapport, Creating Shareholder Value, rev. ed. (New York: The Free Press, 1997).

Для дополнительного изучения темы финансового анализа см. Peter L. Mullins Measuring Customer and Product Line Profitability (Washington DC: Distribution Research and Education Foundation, 1984)

Robin Cooper and Robert S. Kaplan, «Profit Priorities from Activity-Based Costing», Harvard Business Review (May-June 1991): 130—135.

Jack Neff, «P&G, Clorox Rediscover Modeling», Advertising Age, March 29, 2004, p. 10.

«Sony Says PSP Sells More Than a Half Million Units in Its First 2 Days», Wireless News, April 10, 2005, www.10meters.com; Nick Wingfield, «Games for Grown-Ups», Wall Street Journal, March 17, 2005, pp. B1+; John Teresko, «ASIA: Yesterday’s Fast Followers Today’s Global Leaders», Industry Week, February 2004, pp. 22—28; Gregory Solman, «Sony’s Got Game on Movie, TV Screens», Adweek, November 26, 2003, p. NA.

«Real-World RFID», Information Week, May 25, 2005, www.informationweek.com.

Mara Der Hovanesian, «Wells Fargo», BusinessWeek, November 24, 2004, p. 96.

Emily Sweeney, «Karmaloop Shapes Urban Fashion by Spotting Trends Where They Start», Boston Globe, July 8, 2004, p. D3.

См. «In-Flight Dogfight», Business 2.0, January 9, 2001, pp. 84—91; John Blau, «In-Flight Internet Service Ready for Takeoff», IDG News Service, June 14, 2002; «Boeing In-Flight Internet Plan Goes Airborne», Associated Press, April 18, 2004.

Bruce Nussbaum, «The Power of Design», Business Week, May 17, 2004, pp. 86—94.

Elizabeth Roger D. Blackwell, James S. Hensel, Michael B. Phillips, and Brian Sternthal, Laboratory Equipment for Marketing Research (Dubuque, IA: Kendall/Hunt, 1970); and Wally Wood, «The Race to Replace Memory», Marketing and Media Decisions, July 1986, pp. 166–67. См. также: Gerald Zaltman, «Rethinking Market Research: Putting People Back In», Journal of Marketing Research 34, no. 4 (November 1997): 424–37; Andy Raskin, «A Face Any Business Can Trust», Business 2.0 (December 2003): pp. 58—60; и Louise Witt, «Inside Intent», American Demographics (March 2004): 34—39.

Witt, «Inside Intent», pp. 34—39.

См. Kevin J. Clancy and Peter C. Krieg, Counterintuitive Marketing: How Great Results Come from Uncommon Sens e (New York: The Free Press, 2000).

Barbara Thau, «Target Has Home, Expansion in Its Sights», HFN, May 23, 2005, p. 4; Janet Moore and Ann Merrill, «Target Market», Minneapolis-St. Paul Star Tribune, July 27, 2001; «Hitting the Bulls-Eye: Target Sets Its Sights on East Coast Expansion», Newsweek, October 11, 1999.

Более детальное обсуждение можно найти в работе: Gary L. Lilien, Philip Kotler, and K. Sridhar Moorthy, Marketing Models (Upper Saddle River, NJ: Prentice Hall, 1992).

См. http://www.naics.com, http://www.census.gov/epcd/naics02.

Gerald Celente, Trend Tracking (New York: Warner Books, 1991).

Donald G. McNeil Jr., «Demographic “Bomb” May Only Go “Pop”!» New York Times, August 29, 2004, sec. 4, p. 1; «World Population Profile: 1998 – Highlights», U.S. Census Bureau, March 18, 1999, www.census.gov.ipc/www/wp98001.html.

Kathy Chen, «China Sees Growth in Toy Market», Wall Street Journal, December 2, 2003, p. B4; Sally D. Goll, «Marketing: China’s (Only) Children Get the Royal Treatment», Wall Street Journal, February 8, 1995, p. B1.

Sebastian Moffett, «Senior Moment: Fast Aging Japan Keeps Its Elders on the Job Longer», Wall Street Journal, June 15, 2005, pp. A1+.

«Futher Along the X-Axis», American Demographics, May 2004, pp. 21—24.

John Rodwan Jr., «Seeking Growth: Convenience Store Volume Increases to 12 Percent», National Petroleum News, May 2005, p. 19; «Top-10 U.S. Soft Drink Companies and Brands for 2000», Beverage Digest, February 15, 2001.

Brian Grow, «Hispanic Nation», Business Week, March 15, 2004, pp. 58—70.

Laura Koss-Feder, «Out and About», Marketing News, May 25, 1998, pp. 1, 20.

«Rural Population and Migration: Overview», Economic Research Service, U.S. Department of Agriculture.

Christopher Reynolds, «Magnetic South», Forecast, September 2003, p. 6.

David Leonhardt, «Two-Tier Marketing», Business Week, March 17, 1997, pp. 82—90; Robert H. Franc, «Yes, the Rich Get Richer, but There is More to the Story», Columbia Journalism Review, November 1, 2000.

Louise Lee, «The Gap as Reason to Dance Again», Business Week, April 19, 2004, p. 42.

Anthony Garritano, «Eyeing Lending Tree Deal’s Implications», Origination News, October 2004, p. 50.

Stephen Baker and Manjeet Kripalani, «Will Outsourcing Hurt America’s Supremacy?» Business Week, March 1, 2004, pp. 84—94; Jennifer Reingold, «Into Thin Air», Fast Company, April 2004, pp. 76—82.

«Where Does the Time Go?» American Demographics, April 2002, p. 56.

Pamela Paul, «Corporate Responsibility», American Demographics, May 2002, pp. 24—25.

Арнольд Митчелл (Arnold Mitchell) из Стэнфорда, частное сообщение.

Laura Zinn, «Teens: Here Comes the Biggest Wave Yet», BusinessWeek, April 11, 1994, pp. 76—86.

Francoise L. Simon, «Marketing Green Products in the Triad», The Columbia Journal of World Business (Fall and Winter 1992): 268—285; Jacquelyn A. Ottman, Green Marketing: Responding to Environmental Consumer Demands (Lincolnwood, IL: NTC Business Books, 1993); Ajay Menon and Anil Menon, «Enviropreneurial Marketing Strategy: The Emergence of Corporate Environmentalism as Market Strategy», Journal of Marketing (January 1997): 51—67; Michael Rothschild, «Carrots, Sticks, and Promises: A Conceptual Framework for the Management of Public Health and Social Issue Behaviors», Journal of Marketing (October 1999): 29—37.

См.: Dorothy Cohen, Legal Issues on Marketing Decision Making (Cincinnati: South-Western, 1995).

Mike Gatz, «Giving Brains to Off-Highway Brawn», Machine Design, March 3, 2005, pp. 69+; Frank Byrt, «Caterpillar’s Earnings Rose 38% in Quarter on Strong Revenue», Wall Street Journal, April 21, 2005, p. A9; Hubble Smith, «Caterpillar’s Diversity Helps Company During Economic Slumps, Executive Says», Las Vegas Review-Journal, March 21, 2002 (www.Ivrj.com); Jill Jusko, «Caterpillar Program Aims to Drive Down Costs, Improve Collaboration», Industry Week, September 24, 2001 (www.industryweek.com); Dave Mowitz, «Niche Marketing to Large Farms Helps Small Operations as Well», Successful Farming, December 15, 2001, p. 29; Barb Baylor Anderson, «Caterpillar Relies on Customer Input for Tractor Launch», Agri Marketing, November–December 2001, pp. 40+.

Glen L. Urban, «The Emerging Era of Customer Advocacy», MIT Sloan Management Review, Winter 2004, pp. 77—82.

См.: Irwin P. Levin and Richard D. Johnson, «Estimating Price-Quality Tradeoffs Using Comparative Judgements», Journal of Consumer Research (June 11, 1984): 593—600. Воспринимаемую ценность можно оценить как разность или как долю. Если общая ценность для покупателя составляет $20 тыс., а полные издержки – $16 тыс., то воспринимаемая ценность для покупателя составляет $4 тыс. (если представлять ее в виде разности), или 1,25 (в виде доли). Эта доля нередко называется соотношением ценности и цены.

Дополнительную информацию о воспринимаемой ценности можно найти в: David C. Swaddling and Charles Miller, Customer Power (Dublin, Ohio: The Wellington Press, 2001).

Gary Hamel, «Strategy as Revolution», Harvard Business Review (July–August 1996): 69—82.

Michael J. Lanning, Delivering Profitable Value (Oxford, U.K.: Capstone, 1998).

Подробный анализ приведен в работе: Susan Fournier and David Glenmick, «Redisco-vering Satisfaction», Journal of Marketing (October 1999): 5–23.

Sally B. Donnelly, «Frendlier Skies», Time, January 26, 2004, pp. 39—40; Arlyn Tobias Gahilan, «The Amazing JetBlue», FSB: Fortune Small Business, May 2003, pp. 50—60.

Thomas O. Jones and W. Earl Sasser Jr., «Why Satisfied Customers Defect», Harvard Business Review (November–December 1995): 88—99.

Следует помнить, что менеджеры и продавцы могут манипулировать показателем степени удовлетворенности покупателей: они могут проявлять крайнюю предупредительность по отношению к покупателям как раз накануне проведения опроса; кроме того, они могут попытаться исключить неудовлетворенных покупателей из числа респондентов. Существует еще одна опасность: если покупателям станет известно, что компания стремится удовлетворить их, они станут выражать свое неудовольствие для того, чтобы получить какие-то уступки.

«The Gurus of Quality: American Companies Are Heeding the Quality Gospel Preached by Deming, Juran, Crosby and Taguchi», Traffic Management (July 1990): 35—39.

Cyndee Miller, «U.S. Firms Lag in Meeting Global Quality Standards», Marketing News, February 15, 1993.

Robert D. Buzzell and Bradley T. Gale, The PIMS Principles: Linking Strategy to Performance (New York: The Free Press, 1987), ch. 6.

Цитируется по: Don Peppers and Martha Rogers, The One to One Future: Building Relationships One Customer at a Time (New York: Currency Doubleday, 1993), p. 108.

William A. Sherden, Market Ownership: The Art & Science of Becoming # 1 (New York: Amacom, 1994), p. 77.

Robert J. Bowman, «Good Things, Smaller Packages», World Trade 6, no. 9 (October 1993): pp. 106—110.

Rakesh Niraj, Mahendra Gupta and Chakravarthi Narasimhan, «Customer Profitability in a Supply Chain», Journal of Marketing (July 2001): 1–16.

См.: Thomas M. Petro, «Profitability: The Fifth P of Marketing», Bank Marketing, September 1990, pp. 48—52; Petro, «Who Are Your Best Customers?» Bank Marketing, October 1990, pp. 48—52.

Michael E. Porter, Competitive Strategy: Techniques for Analyzing Industries and Competitors (New York: Free Press, 1980).

Greg Farrel, «Marketers Put a Price on Your Life», USA Today, July 7, 1999, p. 3B.

Robert C. Blattberg and John Deighton, «Manage Marketing by the Customer Equity Test», Harvard Business Review (July to August 1996): 136—144.

Roland T. Rust, Valerie A. Zeithaml, and Katherine A. Lemon, Driving Customer Equity (New York: Free Press, 2000).

Robert C. Blattberg, Gary Getz and Jacquelyn S. Thomas, Customer Equity: Building and Managing Relationships as Valuable Assets (Boston: Harvard Business School Press, 2001); Robert C. Blattberg and Jacquelyn S. Thomas, «Valuing, Analyzing, and Managing the Marketing Function Using Customer Equity Principles», в: Kellog on Marketing, edited by Dawn Iacobucci (New York: John Wiley & Sons, 2002).

Nora A. Aufreiter, David Elzinga, and Jonathan W. Gordon, «Better Branding», The McKinsey Quarterly, no. 4 (2003): 29—39.

Lanning, Delivering Profitable Value.

Don Peppers and Martha Rogers, The One to One Future: Building Relationships One Customer at a Time; Don Peppers and Martha Rogers, Enterprise One to One: Tools for Competing in the Interactive Age (New York: Currency, 1997); Don Peppers and Martha Rogers, The One to One Manager: Real-World Lessons in Customer Relationship Management (New York: Double-day, 1999); Don Peppers, Martha Rogers, and Bob Dorf, The One to One Fieldbook: The Complete Toolkit for Implementing a One to One Marketing Program (New York: Bantam, 1999); Don Peppers and Martha Rogers, One to OneB2B: Customer Development Strategies for the Business-to-Business World (New York: Doubleday, 2001).

Дж. Гитомер. Удовлетворение покупателя – ничто, покупательская лояльность – все. – СПб.: Питер, 2004. – 256 с.: ил. – (Серия «Деловой бестселлер»).

Technical Assistance Research Programs (TARP), U.S. Office of Consumer Affairs Study on Complaint Handling in America, 1986.

Karl Albrecht and Ron Zemke, Service America! (Homewood, IL: Dow Jones-Irwin, 1985), pp. 6–7.

См.: Frederick F. Reichheld, The Loyalty Effect (Boston: Harvard Business School Press, 1996).

Frederick F. Reichheld, «Learning from Customer Defections».

Reichheld, «Learning from Customer Defections».

Leonard L. Berry and A. Parasuraman, Marketing Services: Competing Through Quality (New York: Free Press, 1991), pp. 136—142. См. также: Richard Cross and Janet Smith, Customer Bonding: Pathways to Lasting Customer Loyalty (Lincolnwood, IL: NTC Business Books, 1995).

См.: Grahame R. Dowling and Mark Uncles, «Do Customer Loyalty Programs Really Work?» Sloan Management Review 3 8, no. 4 (1997): 71—82.

Thomas Lee, «Retailers Look for a Hook», St. Louis Post-Dispatch, December 4, 2004, p. A1.

James H. Donnelly Jr., Leonard L. Berry, and Thomas W. Thompson, Marketing Financial Services – A Strategic Vision (Homewood, IL: Dow Jones–Irwin, 1985), p. 113.

Из неопубликованной статьи: Lester Wunderman, «The Most Elusive Word in Marketing», June, 2000. См. также: Lester Wunderman, Being Direct (New York: Random House, 1996).

Peter R. Peacock, «Data Mining in Marketing: Part 1», Marketing Management (Winter 1998): 9–18, и «Data Mining in Marketing: Part 2», Marketing Management (Spring 1998): 15—25; Ginger Conlon, «What the!@#!*?!! Is a Data Warehouse?» Sales & Marketing Management (April 1997): 41—48; Skip Press, «Fool’s Gold? As Companies Rush to Mine Data, They May Dig Up Real Gems – Or False Trends», Sales & Marketing Management (April 1997): 58, 60, 62; John Verity «A Trillion Byte Weapon», Business Week, July 31, 1995, pp. 80—81.

James Lattin, Doug Carroll, and Paul Green, Analyzing Multivariate Data (Florence, KY: Thomson Brooks/Cole, 2003); Simon Haykin, Neural Networks: A Comprehensive Foundation, 2d ed. (Upper Saddle River, NJ: Prentice Hall, 1998); Michael J. A. Berry and Gordon Linoff, Data Mining Techniques: For Marketing, Sales, and Customer Support (New York: John Wiley & Sons, 1997).

Werner Reinartz and V. Kumar, «The Mismanagement of Customer Loyalty», Harvard Business Review (July 2002): 86—94; Susan M. Fournier, Susan Dobscha, and David Glen Mick, «Preventing the Premature Death of Relationship Marketing», Harvard Business Review (January–February 1998): 42—51.

Mary Cassidy, «Many Paths to Good, But Big Gains for All», Brandwee k, June 20, 2005, p. S53; Catherine P. Taylor, «Nike Billboard: A Sign of the Future», Adweek, May 30, 2005, p. 26; Justin Ewers and Tim Smart, «A Designer Swooshes In», U.S. News & World Report, January 26, 2004, p. 12; «Corporate Media Executive of the Year», Delaney Report, January 12, 2004, p.1; «10 Top Nontraditional Campaigns», Advertising Age, December 22, 2003, p. 24; Chris Zook and James Allen, «Growth Outside the Core», Harvard Business Review (December, 2003): 66+.

См.: Leon G. Schiffman and Leslie Lazar Kanuk, Customer Behavior, 7th ed. (Upper Saddle River, NJ: Prentice Hall, 2000).

Richard P. Coleman, «The Continuing Significance of Social Class to Marketing», Journal of Consumer Research (December 1983): 265—280; Richard P. Coleman and Lee P. Rainwater, Social Standing in America: New Dimension of Class (New York: Basic Books, 1978).

См.: Leon G. Schiffman and Leslie Lazar Kanuk, Customer Behavior, 7th ed. (Upper Saddle River, NJ: Prentice Hall, 2000).

Norihiko Shirouzu, «Japan’s High School Girls Excel in Art of Setting Trends», Wall Street Journal, April 27, 1998, pp. B1–B6.

Rosann L. Spiro, «Persuasion in Family Decision Making», Journal of Consumer Research (March 1983): 393—402; Lawrence H. Wortzel, «Marital Roles and Typologies as Predictors of Purchase Decision Making for Everyday Household Products: Suggestions for Research», in Advances in Consumer Research, vol. 7, ed. Jerry C. Olson (Chicago: American Marketing Association, 1989) pp. 212–15; David J. Burns, «Husband–Wife Innovative Consumer Decision Making: Exploring the Effect of Family Power», Psychology and Marketing, May–June 1992, pp. 175–89; Robert Boutilier, «Pulling the Family’s Strings», American Demographics, August 1993, pp. 44—48. Межкультурные различия покупательных ролей мужа и жены рассмотрены в: John B. Ford, Michael S. LaTour, and Tony L. Henthorne, «Perception of Marital Roles in Purchase-Decision Processes: A Cross-Cultural Study», Journal of the Akademy of Marketing Science (Spring 1995): 120—131.

George Moschis, «The Role of Family Communication in Consumer Socialization of Children and Adolescents», Journal of Consumer Research (March 1985): 898—913.

Michelle Conlin, «Unmarried America», Business Week, October 20, 2003, pp. 106—116.

Аноним, «Retailers Learn That Electronics Shopping Isn’t Just a Guy Thing», Wall Street Journal, January 15, 2004, p. D3.

Hillary Chura, «Failing to Connect: Marketing Messages for Women Fall Short», Advertising Age, September 23, 2002, pp. 13—14.

James U. McNeal, «Tapping the Three Kid’s Markets», American Demographics, April 1998, pp. 37—41.

Carol Angrisani, «Kids Rock!» Brand Marketing, February 2001, pp. 26—28.

Courtney Kane, «TV and Movie Characters Sell Children Snacks», New York Times, December 8, 2003, p. C7.

См.: Lawrence Lepisto, «A Life Span Perspective of Consumer Behavior», in Advances in Consumer Research, vol. 12, ed. Elizabeth Hirshman and Morris Holbrook (Provo, UT: Association for Consumer Research, 1985), p. 47. См. также: Gail Sheedy, New Passages: Mapping Your Life Across Time (New York: Random House 1995).

См.: Harold H. Kassarjian and Mary Jane Sheffet, «Personality and Consumer Behavior: An Update», in Perspectives in Consumer Behavior, eds. Harold H. Kassarjian and Thomas S. Robertson (Glenview, IL: Scott Foresman, 1981), pp. 160—180.

Jennifer Aaker, «Dimensions of Measuring Brand Personality», Journal of Marketing Research 34 (August 1997): 347—356.

Timothy R. Graeff, «Consumption Situations and the Effects of Brand Image on Consumer’s Brand Evaluations», Psychology & Marketing 14, no.1 (1997): 49—70; Timothy R. Graeff, «Image Congruence Effects on Product Evaluation: The Role of Self-Monitoring and Public/ Private Consumption», Psychology & Marketing 13, no. 5 (1996): 481—499.

Jennifer Aaker, «The Malleable Self: The Role of Self-Expression in Persuasion», Journal of Marketing Research 36, no. 2, (1999): 45—57.

См.: Thomas Reynolds and Jonathan Gutman: «Laddering Theory, Method, Analysis, and Interpretation», Journal of Advertising Research (February-March 1988): 11—34.

Abraham Maslow, Motivation and Personality (New York: Harper and Row, 1954), pp. 80–106.

См. Frederick Herzberg, Work and the Nature of Man (Cleveland: William Collins, 1966); Thierry and Koopman-Iwerna, «Motivation and Satisfaction», pp. 141—142.

Bernard Berelson and Gary A. Steiner, Human Behavior: An Inventory of Scientific Findings (New York: Harcourt Brace Jovanovich, 1964), p. 88.

J. Edward Russo, Margaret G. Meloy, and T. J. Wilks, «The Distortion of Product Information During Brand Choice», Journal of Marketing Research 35 (1998): 438—452.

John R. Anderson, The Architecture of Cognition (Cambridge, MA: Harvard University Press, 1983); Robert S. Wyer Jr. And Thomas K. Srull, «Person Memory and Judgement», Psychological Review 96, no. 1 (1989): 58—83.

Fergus I. M. Craik and Robert S. Lockhart, «Levels of Processing: A Framework for Memory Research», Journal of Verbal Learning and Verbal Behavior 11 (1972): 671—684; Fergus I. M. Craik and Endel Tulving, «Depth of Processing and the Retention of Words in Episodic Memory», Journal of Experimental Psychology 104, no. 3 (1975): 268—294; Robert S. Lockhart, Fergus I. M. Craikand Larry Jacoby, «Depth of Processing, Recognition and Recall», in Recall and Recognition, ed. John Brown (New York: John Wiley & Sons, 1976).

Benson Shapiro, V. Kasturi Rangan, and John Sviokla, «Staple Yourself to an Order», Harvard Business Review (July–August 1992): 113—122. См. также: Carrie M. Heilman, Douglas Bowman, and Gordon P. Wright, «The Evolution of Brand Preferences and Choice Behaviors of Consumers New to a Market», Journal of Marketing Research (May 2000): 139—155.

Ученые разработали несколько моделей процесса приобретения товара. См.: John A. Howard and Jagdish N. Sheth, The Theory of Buyer Behavior (New York: Wiley, 1969); James F. Engel, Roger D. Blackwell, and Paul W. Miniard, Consumer Behavior, 8th ed. (Fort Worth, TX: Dryden, 1994); Mary Frances Luce, James R. Bettman, and John W. Payne, Emotional Decisions: Tradeoff Difficulty and Coping in Consumer Choice (Chicago: University of Chicago Press, 2001).

См.: William P. Putsis, Jr. and Narasimhan Srinivasan, «Buying or Just Browsing? The Duration of Purchase Deliberation», Journal of Marketing Research (August 1994): 393—402.