Маркетинг менеджмент

Jack Neff, «Spam Research Reveals Disgust with Pop-Up Ads», Advertising Age, August 25, 2003, pp. 1, 21.

508

John Lehmann, «Permission Marketing Personalizes the Sales Pitch», Crain’s Cleveland Business, September 13, 2004, p. 23: Karin Connelly, «Effective Emailing», Inside Business , June 2003, pp. 59+; Gina Bernacci, «Permission Marketing: A New Path for Your Appeals», NonProfit Times, March 15, 2002, p. 23; L. Erwin, «The Secret Behind Permission-Based Marketing», Credit Union Executive , January 2001, pp. 42+.

509

William T. Moran, «Insights from Pricing Research», in E. B. Bailey, ed., Pricing Practices and Strategies (New York: The Conference Board, 19780 pp. 7–13.

510

Gerry Khermouch, «The Top 5 Rules of Ad Game, BusinessWeek , January 20, 2003, pp. 72—73.

511

Don E. Schultz, Stanley I. Tannenbaum, and Robert E. Lauterborn, Integrated Marketing Communications: Putting It Together and Making It Work (Lincolnwood, IL: NTC Business Books, 1992); Don E. Schultz and Haidi Schultz, IMC, The Next Generation: Five Steps For Delivering Value and Measuring Financial Returns (New York: McGraw-Hill, 2003).

512

Stacy Perman, «Branson: “I Love to Try Everything”», BusinessWeek Online , August 31, 2005, (www.businessweek.com); «Denver Man Will Boldly Go on Virgin Space Flight», Wireless News, March 24, 2005; Sean Hargrave, «Making Waves», New Media Age , January 15, 2004, pp. 24—27; Adam Lashinsky, «Shootout in Gadget Land», Fortune , November 10, 203, p. 74; Sam Hill and Glenn Rifkin, Radical Marketing (New York: Harper Business, 1999); «Virgin Holiday Store Hires HHM for Major Push», Precision Marketing , January 23, 2004, pp. 3–4.

513

William L. Wilkie and Paul W. Farris, «Comparison Advertising: Problem and Potential», Journal of Marketing (October 1975): 7–15.

514

Donald E. Schultz, Dennis Martin and William P. Brown, Strategic Advertising Campaigns (Chicago: Crain Books, 1984), pp. 192—197.

515

David Ogilvy, Ogilvy on Advertising (New York: Vintage Books, 1983).

516

Kim Bartel Sheenan, Controversies in Contemporary Advertising (Thousand Oaks, CA: Sage Publications, 2003).

517

Suzanne Vranica, «Sirius Ad is Best for Most Sexist», Wall Street Journal , April 1, 2004, p. B6.

518

Donald E. Schultz, Dennis Martin and William P. Brown, Strategic Advertising Campaigns (Chicago: Crain Books, 1984), p. 340.

519

Herbert E. Krugman, «What Makes Advertising Effective?» Harvard Business Review (March– April 1975): 98.

520

Thomas H. Davenport and John C. Beck, The Attention Economy: Understanding the New Currency of Business (Boston: Harvard Business School Press, 2000).

521

Demetrios Vakratsas, Fred M. Feinberg, Frank M. Bass, and Gurumurthy Kalyanarum, «The Shape of Advertising Response Functions Revisited: A Model of Dynamic Probabilistic Thresholds», Marketing Science 23, no. 1 (Winter 2004): 109—119.

522

Susan Thea Posnock, «It Can Control Madison Avenue», American Demographics (February 2004): 29—33.

523

James Betzold, «Jaded Riders Are Ever-Tougher Sell», Advertising Age , July 9, 2001, p. S2; Michael McCarthy, «Ads Are Here, There, Everywhere», USA Today , June 19, 2001, www.usatoday.com; Kipp Cheng, «Captivating Audiences», Brandweek , November 29, 1999, p. 64; Michael McCarthy, «Critics Target ‘Omnipresent’ Ads», USA Today , April 16, 2001, www.usatoday.com

524

Hani I. Mesak, «An Aggregate Advertising Pulsing Model with Wearout Effects», Marketing Science , Summer 1992, pp. 310—326; Fred M. Feinberg, «Pulsing Policies for Aggregate Advertising Models», Marketing Science , Summer 1992, pp. 221—234.

525

Kristian S. Palda, The Measurement of Cumulative Advertising Effect (Upper Saddle River, NJ: Prentice Hall, 1964), p. 87; David B. Montgomery and Alvin J. Silk, «Estimating Dynamic Effects of Market Communications Expenditures», Management Science (June 1972): 485—501.

526