Маркетинг менеджмент

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

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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).

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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).

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

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

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

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

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

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

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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.

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

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

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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).

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

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

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

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«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.

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

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

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

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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.

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

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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.

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