Маркетинг менеджмент. Экспресс-курс. Филип Котлер
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Название: Маркетинг менеджмент. Экспресс-курс
Автор: Филип Котлер
Жанр: Управление, подбор персонала
isbn: 978-5-459-01045-9
isbn:
114
Цитируется по: Don Peppers and Martha Rogers, The One to One Future: Building Relationships One Customer at a Time (New York: Currency Doubleday, 1993), p. 108.
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William A. Sherden, Market Ownership: The Art & Science of Becoming # 1 (New York: Amacom, 1994), p. 77.
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Robert J. Bowman, «Good Things, Smaller Packages», World Trade 6, no. 9 (October 1993): pp. 106—110.
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Rakesh Niraj, Mahendra Gupta and Chakravarthi Narasimhan, «Customer Profitability in a Supply Chain», Journal of Marketing (July 2001): 1–16.
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См.: Thomas M. Petro, «Profitability: The Fifth P of Marketing», Bank Marketing, September 1990, pp. 48—52; Petro, «Who Are Your Best Customers?» Bank Marketing, October 1990, pp. 48—52.
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Michael E. Porter, Competitive Strategy: Techniques for Analyzing Industries and Competitors (New York: Free Press, 1980).
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Greg Farrel, «Marketers Put a Price on Your Life», USA Today, July 7, 1999, p. 3B.
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Robert C. Blattberg and John Deighton, «Manage Marketing by the Customer Equity Test», Harvard Business Review (July to August 1996): 136—144.
122
Roland T. Rust, Valerie A. Zeithaml, and Katherine A. Lemon, Driving Customer Equity (New York: Free Press, 2000).
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Robert C. Blattberg, Gary Getz and Jacquelyn S. Thomas, Customer Equity: Building and Managing Relationships as Valuable Assets (Boston: Harvard Business 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).
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Nora A. Aufreiter, David Elzinga, and Jonathan W. Gordon, «Better Branding», The McKinsey Quarterly, no. 4 (2003): 29—39.
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Lanning, Delivering Profitable Value.
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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).
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Дж. Гитомер. Удовлетворение покупателя – ничто, покупательская лояльность – все. – СПб.: Питер, 2004. – 256 с.: ил. – (Серия «Деловой бестселлер»).
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Technical Assistance Research Programs (TARP), U.S. Office of Consumer Affairs Study on Complaint Handling in America, 1986.
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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).
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Frederick F. Reichheld, «Learning from Customer Defections».
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Reichheld, «Learning from Customer Defections».
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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).
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См.: Grahame R. Dowling and Mark Uncles, «Do Customer Loyalty Programs Really Work?» Sloan Management Review 3 8, no. 4 (1997): 71—82.
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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.
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Из неопубликованной статьи: Lester Wunderman, «The Most Elusive Word in Marketing», June, 2000. См. также: Lester Wunderman, Being Direct (New York: Random House, 1996).
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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.
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James Lattin, Doug Carroll, and Paul Green, Analyzing Multivariate Data (Florence, KY: Thomson Brooks/Cole, 2003); Simon Haykin, Neural Networks: A Comprehensive СКАЧАТЬ