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Котлер Филип

Шрифт:

356

Rajesh J. Chandy, Gerald J. Tellis, Deborah J. MacInnis, and Pattana Thaivanich, «What to Say When: Advertising Appeals in Evolving Markets», Journal of Marketing Research 38 (November 2001: 399—414.

357

Steven P. Schnaars, Managing Imitation Strategies (New York: Free Press, 1994).

358

Gerald Tellis and Peter Golder, Will & Vision: How Latecomers Can Grow to Dominate Markets (New York: McGraw-Hill, 2001).

359

Stephen M. Nowlis and Itamar Simmonson, «The Effect of New Product Features on Brand Choice», Journal of Marketing Research (February 1996): 36—46.

360

Kathryn Rudie Harrigan, «Strategies for Declining Industries», Journal of Business Strategy (Fall 1980): 27.

361

«Quaker Take Heart Instant Oatmeal», Nutraceuticals World , March 2005, p. 139; «Hot Cereal in One Hot Commodity», Prepared Foods, January 2000.

362

Philip Kotler, «Harvesting Strategies for Weak Products», Business Horizons , August 1978, pp. 15—22; Laurence P. Feldman and Albert L. Page, «Harvesting: The Misunderstood Market Exit Strategy», Journal of Business Strategy (Spring 1985): 79—85.

363

Jeff D. Opdyke, «Family Finance: Consumers Increasingly Use Internet to Price Auto Insurance», Wall Street Journal , May 25, 2005, p. D2; Lynna Goch, «Gearing Up: Insurers Are Using Driver Safety Programs, Sharply Focused Advertising, and the Internet to Court Teen Drivers», Best’s Review , October 2003, pp. 20+; Christоpher Oster, «Car Insurers Get Into the Repair Business», Wall Street Journal, April 8, 2003, p. D1; «In Brief: Progressive Leads Performance List», American Banker , March 30, 2004, p. 9 (www.progressive.com).

364

Valarie A. Zeithaml, «How Customer Evaluation Processes Differ Between Goods and Services», in J. Donnelly and W.R. George, eds., Marketing of Services , (Chicago: American Marketing Association, 1981), pp. 186–90.

365

Amy Ostrom and Dawn Iacobucci, «Consumer Trade-offs and the Evaluation of Services», Journal of Marketing (January 1995): 17—28.

366

Theodore Levitt, «Marketing Intangible Products and Product Intangibles», Harvard Business Review (May–June 1981): 94–102; Leonard L. Berry, «Services Marketing Is Different», Business , May–June 1980, pp. 24—30.

367

B. H. Booms and M. J. Bitner, «Marketing Strategies and Organizational Structures for Service Firms», in J. Donnelly and W. R. George, eds., Marketing of Services (Chicago: American Marketing Association, 1981), pp. 47—51.

368

Lewis P. Carbone and Stephаn H. Haeckel, «Engineering Customer Experiences», Marketing Management 3 (Winter 1994): 17.

369

Bernd H. Schmitt, Customer Experience Management (New York: John Wiley & Sons, 2003).

370

Debra Zahay and Abbie Griffin, «Are Customer Information Systems Worth It? Results from B2B Services», Marketing Science Institute Working Paper , Report No. 02–113, 2002.

371

W. Earl Sasser, «Match Supply and Demand in Service Industries», Harvard Business Review (November–December 1976): 113—140.

372

Carol Krol, «Case Study: Club Med Uses E-mail to Pitch Unsold, Discounted Packages», Advertising Age , December 14, 1998, p. 40; www.clubmed.com.

373

Seth Godin, «If It’s Broke, Fix It», Fast Company , October 2003, p. 131.

374

Bruce Horovitz, «Whatever Happened to Customer Service? Automated Answering, Long Waits Irk Consumers», USA Today , September 26, 2003, p. A1.

375

Bruce Horovitz, «Whatever Happened to Customer Service? Automated Answering, Long Waits Irk Consumers», USA Today , September 26, 2003, p. A1.

376

Susan M. Keaveney, «Customer Switching Behavior in Service Industries: An Exploratory Study», Journal of Marketing (April 1995): 71—82; Michael D. Hartline and O. C. Ferrell, «The Management of Customer-Contact Service Employees: An Empirical Investigation», Journal of Marketing (October 1996): 52—70; Lois A. Mohr, Mary Jo Bitner, and Bernard H. Booms, «Critical Service Encounters: The Employee’s Viewpoint», Journal of Marketing (October 1994): 95–106; Lindа L. Price, Eric J. Arnould, and Patrick Tierney, «Going to Extremes: Managing Service Encounters and Assessing Provider Performance», Journal of Marketing (April 1995): 83—97; Jaishankar Ganesh, Mark J. Arnold, and Kristy E. Reynolds, «Understanding the Customer Base of Service Providers: An Examination of the Differences Between Switchers and Stayers», Journal of Marketing 64 (July 2000): 65—87.

377

Christian Gronroos, «A Service Quality Model and Its Marketing Implications», European Journal of Marketing 18, no. 4 (1984): 36—44.

378

Leonard Berry, «Big Ideas in Service Marketing», Journal of Consumer Marketing (Spring 1986): 47—51; Walter E. Greene, Gary D. Walls, and Larry J. Schest, «Internal Marketing: The Key to External Marketing Success», Journal of Services Marketing 8, no. 4 (1994): 5–13; John R. Hauser, Duncan I. Simester, and Birger Wernerfelt, «Internal Customers and Internal Suppliers», Journal of Marketing Research (August 1996): 268—280; Jagdip Singh, «Performance Productivity and Quality of Frontline Employees in Service Organizations», Journal of Marketing 64 (April 2000): 15—34.

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