Маркетинг менеджмент. Экспресс-курс. Филип Котлер

School Press, 2001); Robert C. Blattberg and Jacquelyn S. Thomas, «Valuing, Analyzing, and Managing the Marketing Function Using Customer Equity Principles», в: Kellog on Marketing, edited by Dawn Iacobucci (New York: John Wiley & Sons, 2002).

      124

      Nora A. Aufreiter, David Elzinga, and Jonathan W. Gordon, «Better Branding», The McKinsey Quarterly, no. 4 (2003): 29—39.

      125

      Lanning, Delivering Profitable Value.

      126

      Don Peppers and Martha Rogers, The One to One Future: Building Relationships One Customer at a Time; Don Peppers and Martha Rogers, Enterprise One to One: Tools for Competing in the Interactive Age (New York: Currency, 1997); Don Peppers and Martha Rogers, The One to One Manager: Real-World Lessons in Customer Relationship Management (New York: Double-day, 1999); Don Peppers, Martha Rogers, and Bob Dorf, The One to One Fieldbook: The Complete Toolkit for Implementing a One to One Marketing Program (New York: Bantam, 1999); Don Peppers and Martha Rogers, One to OneB2B: Customer Development Strategies for the Business-to-Business World (New York: Doubleday, 2001).

      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, «Learning from Customer Defections».

      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; «10 Top Nontraditional Campaigns», Advertising Age, December 22, 2003, p. 24; Chris Zook and James Allen, «Growth Outside the Core», Harvard Business Review (December, 2003): 66+.

      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