Маркетинг менеджмент

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

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

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

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

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

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

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

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

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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.

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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.

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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.

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

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

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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.

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

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www.conversionmodel.com

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

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

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

242

www.esteelauder.com

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«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.

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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.

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Jacob Jacoby, Jerry C. Olson, and Rafael Haddock, «Price, Brand Name, and Product Composition Characteristics as Determinants of Perceived Quality», Journal of Consumer Research , 3, no. 4 (1971): 209—216; Jacob Jacoby, George Syzbillo, and Jacqueline Busato-Sehach, «Information Acquisition Behavior in Brand Choice Situations», Journal of Marketing Research (1977): 63—69.

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Leslie de Chernatony and Gil McWilliam, «The Varying Nature of Brands as Assets», International Journal of Advertising 8, no. 4 (1989): 339—349.

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