Кевин Келлер - Маркетинг менеджмент. Экспресс-курс

205

Arnt Buvik and George John, «When Does Vertical Coordination Improve Industrial Purchasing Relationships?» Journal of Marketing 64 (October 2000): 52—64.

206

Akesel I. Rokkan, Jan B. Heide, and Kenneth H. Wathne, «Specific Investment in Marketing Relationships: Expropriation and Bonding Effects», Journal of Marketing Research 40 (May 2003): 210—224.

207

Mrinal Ghosh and George John, «Governance Value Analysis and Marketing Strategy», Journal of Marketing 63 (Special Issue, 1999): 131—145.

208

Arnt Buvik and George John, «When Does Vertical Coordination Improve Industrial Purchasing Relationships?» Journal of Marketing 64 (October 2000): 52—64.

209

Kenneth H. Wathne and Jan B. Heide, «Opportunism in Interfirm Relationships: Forms, Outcomes, and Solutions», Journal of Marketing 64 (October 2000): 36—51.

210

Mary Walton, «When Your Partner Fails You», Fortune , May 26, 1997, pp. 87—89.

211

Mark B. Houston and Shane A. Johnson, «Buyer-Supplier Contracts Versus Joint Ventures: Determinants and Consequences of Transaction Structure», Journal of Marketing Research 37, (February 2000): 1–15.

212

Julie Carter, «Hallmark Salutes Veterans with Cards», VFW Magazine , November 2003, pp. 16+; Dennis Coday, «Hallmark to Sell Edi al-Fitr Cards», National Catholic Reporter , October 3, 2003, p. 7; «Mostly Spanish, Sometimes English», MMR , February 24, 2003, p. 26; «AG, Hallmark Build on Ethnic Diversity», MMR , October 15, 2001, pp. 37+; «New Arrangements at Hallmark», Promo , May 1, 2001, pp. 77+; Beth Whitehouse, «Season’s Greetings», Newsday , December 11, 2000, p. B6.

213

James C. Anderson and James A. Narus, «Capturing the Value of Supplementary Services», Harvard Business Review (January–February 1995): 75—83.

214

Tevfik Dalgic and Maarten Leeuw, «Niche Marketing Revisited: Concept, Applications, and Some European Cases», European Journal of Marketing , 28, no. 4 (1994): 39—55.

215

Ian Zack, «Out of the Tube», Forbes , November 26, 2001, p. 200.

216

Robert Blattberg and John Deighton, «Interactive Marketing: Exploiting the Age of Add-ressibility», Sloan Management Review 33, no.1 (1991): 5–14.

217

Kris Maher, «Career Journal – Help Wanted: Marketing Director with Golden Touch», Wall Street Journal , June 11, 2002, p. B10; Paul Davidson, «Entrepreneurs Reap Riches from Net Niches», USA Today , April 20, 1998, p. B3 ( www. ostrichesonline.com ).

218

Peter Post, «Beyond Brand – The Power of Experience Branding», ANA/The Advertiser (October/November 2000).

219

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

220

Adrian J. Slywotzky and David J. Morrison, How Digital is Your Business ? (New York: Crown Business, 2000), p. 39.

221

Jerry Wind and A. Rangaswamy, «Customarization: The Second Revolution in Mass Customization», Wharton School Working Paper, June 1999.

222

James C. Anderson and James A. Narus, «Capturing the Value of Supplementary Services», Harvard Business Review (January–February 1995): 75—83.

223

«Creating Greater Customer Value May Require a Lot of Changes», Organizational Dynamics , Summer 1998, p. 26.

224

Joann Muller, «Kmart con Salsa: Will It Be Enough?» BusinessWeek , September 9, 2002.

225

Kate Kane, «It’s a Small World», Working Woman , October 1997, p. 22.

226

Другой ведущий поставщик геодемографических данных – Cluster Plus (Strategic Mapping).

227

Michael J. Weiss, «To Be About To Be», American Demographics (September 2003): 29—36.

228

Sarah Allison and Carlos Tejada, «Mr., Mrs., Meet Mr. Clean», Wall Street Journal , January 30, 2003, pp. B1, B3.

229

Jim Rendon, «Rear Window», Business 2.0 , August 2003, p. 72.

230

Aixa Pascual, «Lowe’s Is Sprucing Up Its House», BusinessWeek, June 3, 2002, pp. 56—57; Pamela Sebastian Ridge, «Tool Sellers Tap Their Feminine Side», Wall Street Journal , June 16, 2002, p. B1.

231

Gregory L. White and Shirley Leunig, «Middle Market Shrinks as Americans Migrate toward the Higher End», Wall Street Journal , March 29, 2002, pp. A1, A8.

232

Andrew E. Serwer, «42,496 Secrets Bared», Fortune , January 24, 1994, pp. 13—14; Kenneth Labich, «Class in America», Fortune , February 7, 1994, pp. 114—126.

233

Leah Rickard, «Gerber Trots Out New Ads Backing Toddler Food Line», Advertising Age , April 11, 1994, pp. 1, 48.

234

Pam Danziger, «Getting More for V-Day», Brandweek , February 9, 2004, p. 19.

235

Allana Sullivan, «Mobil Bets Drivers Pick Cappuccino over Parties», Wall Street Journal , January 30, 1995.

236

Эта классификация представляет собой адаптированный вариант системы, опубликованной в: George H. Brown, «Brand Loyalty – Fact or Fiction?», Advertising Age , June 1952–January 1953. См. также: Peter E. Rossi, R. McCulloch, and G. Allenby, «The Value of Purchase History Data in Target Marketing», Marketing Science 15, no. 4 (1996): 321—340.

237

Chip Walker, «How Strong Is Your Brand?» Marketing Tools , January/February 1995, pp. 46—53.

238

www.conversionmodel.com

239

Jesse Berst, «Why Small Business Is Suddenly Big Business», ZDNet AnchorDesk , November 29, 1999 (www.anchordesk.com).

240

«BB&T: Picture Perfect», Financial Services Marketing , January–February 2001, p. 17.

241

Thomas S. Robertson and Howard Barich, «A Successful Approach to Segmenting Industrial Markets», Planning Forum (November–December 1992): 5–11.

242

www.esteelauder.com

243

«Dell Targets SMBs with Tailored Products», InformationWeek, April 28, 2005, n.p.; Catherine Arns, «PC Makers Head for “SoHo”», BusinessWeek , September 28, 1992, pp. 125—126; Gerry Khermouch, «The Marketers Take Over», Brandweek , September 27, 1993, pp. 29—35.

244

Исследование иерархии атрибутов на кофейном рынке приведено в работе: Dipak jane, Frank M. Bass, and Yu-Min Chen, «Estimation of Latent Class Models with Heterogeneous Choice Probabilities: An Application to Market Structuring», Journal of Marketing Research (February 1990): 94–101. Анализ глобальных рынков дан в работе: Freakel Ter Hofstede, Jan-Benedict E. M. Steenkamp, and Michel Wedel, «International Market Segmentation Based on Consumer–Product Relations», Journal of Marketing Research (February 1999): 1–17.

245

Bart Macchiette and Roy Abhijit, «Sensitive Groups and Social Issues», Journal of Consumer Marketing 11, no. 4 (1994): 55—64.

246

Ben Elgin, «Google’s Leap May Slow Rivals Growth», BusinessWeek , July 18, 2005, p. 45; Saul Hansell, «Google Revenue Nearly Doubles in Quarter», New York Times , April 22, 2005, p. C3; Carol Krol, «Google Sees Brand as Key to Expansion», B to B , October 25, 2004, p. 22; «How Good Is Google?» The Economist , November 21, 2003, pp. 57—58; Fred Vogelstein, «Can Google Grow UP?» Fortune , December 8, 2003, pp. 102—111.