Маркетинг менеджмент. Экспресс-курс
Шрифт:
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,
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).
140
Werner Reinartz and V. Kumar, «The Mismanagement of Customer Loyalty», Harvard Business Review (July 2002): 86—94; Susan M. Fournier, Susan Dobscha, and David Glen Mick, «Preventing the Premature Death of Relationship Marketing», Harvard Business Review (January–February 1998): 42—51.
141
Mary Cassidy, «Many Paths to Good, But Big Gains for All», Brandwee k, June 20, 2005, p. S53; Catherine P. Taylor, «Nike Billboard: A Sign of the Future», Adweek, May 30, 2005, p. 26; Justin Ewers and Tim Smart, «A Designer Swooshes In», U.S. News & World Report , January 26, 2004, p. 12; «Corporate Media Executive of the Year», Delaney Report , January 12, 2004, p.1;
142
См.: Leon G. Schiffman and Leslie Lazar Kanuk, Customer Behavior , 7th ed. (Upper Saddle River, NJ: Prentice Hall, 2000).
143
Richard P. Coleman, «The Continuing Significance of Social Class to Marketing», Journal of Consumer Research (December 1983): 265—280; Richard P. Coleman and Lee P. Rainwater, Social Standing in America: New Dimension of Class (New York: Basic Books, 1978).
144
См.: Leon G. Schiffman and Leslie Lazar Kanuk, Customer Behavior, 7th ed. (Upper Saddle River, NJ: Prentice Hall, 2000).
145
Norihiko Shirouzu, «Japan’s High School Girls Excel in Art of Setting Trends», Wall Street Journal, April 27, 1998, pp. B1–B6.
146
Rosann L. Spiro, «Persuasion in Family Decision Making», Journal of Consumer Research (March 1983): 393—402; Lawrence H. Wortzel, «Marital Roles and Typologies as Predictors of Purchase Decision Making for Everyday Household Products: Suggestions for Research», in Advances in Consumer Research , vol. 7, ed. Jerry C. Olson (Chicago: American Marketing Association, 1989) pp. 212–15; David J. Burns, «Husband–Wife Innovative Consumer Decision Making: Exploring the Effect of Family Power», Psychology and Marketing , May–June 1992, pp. 175–89; Robert Boutilier, «Pulling the Family’s Strings», American Demographics, August 1993, pp. 44—48. Межкультурные различия покупательных ролей мужа и жены рассмотрены в: John B. Ford, Michael S. LaTour, and Tony L. Henthorne, «Perception of Marital Roles in Purchase-Decision Processes: A Cross-Cultural Study», Journal of the Akademy of Marketing Science (Spring 1995): 120—131.
147
George Moschis, «The Role of Family Communication in Consumer Socialization of Children and Adolescents», Journal of Consumer Research (March 1985): 898—913.
148
Michelle Conlin, «Unmarried America», Business Week , October 20, 2003, pp. 106—116.
149
Аноним, «Retailers Learn That Electronics Shopping Isn’t Just a Guy Thing», Wall Street Journal, January 15, 2004, p. D3.
150
Hillary Chura, «Failing to Connect: Marketing Messages for Women Fall Short», Advertising Age , September 23, 2002, pp. 13—14.
151
James U. McNeal, «Tapping the Three Kid’s Markets», American Demographics, April 1998, pp. 37—41.
152
Carol Angrisani, «Kids Rock!» Brand Marketing, February 2001, pp. 26—28.
153
Courtney Kane, «TV and Movie Characters Sell Children Snacks», New York Times , December 8, 2003, p. C7.
154
См.: Lawrence Lepisto, «A Life Span Perspective of Consumer Behavior», in Advances in Consumer Research , vol. 12, ed. Elizabeth Hirshman and Morris Holbrook (Provo, UT: Association for Consumer Research, 1985), p. 47. См. также: Gail Sheedy, New Passages: Mapping Your Life Across Time (New York: Random House 1995).