Marketing Management, Millenium Edition - epiheirimatikotita.gr

18 CHAPTER 1 MARKETING IN THE TWENTY-FIRST CENTURY10. See Regis McKenna, Relationship Marketing (Reading, MA: Addison-Wesley, 1991); MartinChristopher, Adrian Payne, and David Ballantyne, Relationship Marketing: Bringing Quality,Customer Service, and Marketing Together (Oxford, UK: Butterworth-Heinemann, 1991); andJagdish N. Sheth and Atul Parvatiyar, eds., Relationship Marketing: Theory, Methods, andApplications, 1994 Research Conference Proceedings, Center for Relationship Marketing,Roberto C. Goizueta Business School, Emory University, Atlanta, GA.11. See James C. Anderson, Hakan Hakansson, and Jan Johanson, “Dyadic Business RelationshipsWithin a Business Network Context,” Journal of Marketing, October 15, 1994, pp. 1–15.12. See Neil H. Borden, The Concept of the Marketing Mix, Journal of Advertising Research,4 ( June): 2–7. For another framework, see George S. Day, “The Capabilities of Market-Driven Organizations,” Journal of Marketing, 58, no. 4 (October 1994): 37–52.13. E. Jerome McCarthy, Basic Marketing: A Managerial Approach, 13th ed. (Homewood, IL:Irwin, 1999). Two alternative classifications are worth noting. Frey proposed that allmarketing decision variables could be categorized into two factors: the offering (product,packaging, brand, price, and service) and methods and tools (distribution channels,personal selling, advertising, sales promotion, and publicity).14. Robert Lauterborn, “New Marketing Litany: 4Ps Passe; C-Words Take Over,” AdvertisingAge, October 1, 1990, p. 26. Also see Frederick E. Webster Jr., “Defining the New MarketingConcept,” Marketing Management 2, no. 4 (1994), 22–31; and Frederick E. Webster Jr.,“Executing the New Marketing Concept,” Marketing Management 3, no. 1 (1994): 8–16. Seealso Ajay Menon and Anil Menon, “Enviropreneurial Marketing Strategy: The Emergenceof Corporate Environmentalism as Marketing Strategy,” Journal of Marketing 61, no. 1( January 1997): 51–67.15. Kathleen Dechant and Barbara Altman, “Environmental Leadership: From Compliance toCompetitive Advantage,” Academy of Management Executive 8, no. 3 (1994): 7–19. Also seeGregory R. Elliott, “The Marketing Concept: Necessary, but Sufficient? An EnvironmentalView,” European Journal of Marketing 24, no. 8 (1990): 20–30.16. See Theodore Levitt’s classic article, “Marketing Myopia,” Harvard Business Review,July–August 1960, pp. 45–56.17. See Karl Albrecht and Ron Zemke, Service America! (Homewood, IL: Dow Jones-Irwin,1985), pp. 6–7.18. See John B. McKitterick, “What Is the Marketing Management Concept?” The Frontiers ofMarketing Thought and Action (Chicago: American Marketing Association, 1957), pp. 71–82;Fred J. Borch, The Marketing Philosophy as a Way of Business Life, The Marketing Concept: ItsMeaning to Management, Marketing series, no. 99 (New York: American ManagementAssociation, 1957), pp. 3–5; and Robert J. Keith, “The Marketing Revolution,” Journal ofMarketing, January 1960, pp. 35–38.19. Levitt, “Marketing Myopia,” p. 50.20. Akio Morita, Made in Japan (New York: Dutton, 1986), ch. 1.21. See Patricia Sellers, “Getting Customers to Love You,” Fortune, March 13, 1989, pp. 38–49.22. Suzanne L. MacLachlan, “Son Now Beats Perdue Drumstick,” Christian Science Monitor,March 9, 1995, p. 9; Sharon Nelton, “Crowing over Leadership Succession,” Nation’sBusiness, May 1995, p. 52.23. See Hanish Pringle and Marjorie Thompson, Brand Soul: How Cause-Related MarketingBuilds Brands (New York: John Wiley & Sons, 1999). Also see Marilyn Collins, “GlobalCorporate Philanthropy—Marketing Beyond the Call of Duty?” European Journal ofMarketing 27, no. 2 (1993): 46–58.24. See Leonard L. Berry, Discovering the Soul of Service (New York: Free Press, 1999), especially ch. 7.