Кевин Келлер - Маркетинг менеджмент. Экспресс-курс

104

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

105

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

106

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

107

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

108

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.

109

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

110

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.

111

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

112

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

113

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

114

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.

115

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

116

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

117

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

118

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.

119

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

120

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

121

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

122

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

123

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).

124

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

125

Lanning, Delivering Profitable Value .

126

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).

127

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

128

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

129

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

130

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

131

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

132

Reichheld, «Learning from Customer Defections».

133

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).

134

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

135

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

136

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.

137

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

138

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.

139

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).