Marketing Management, Millenium Edition - epiheirimatikotita.gr

132AnalyzingMarketingOpportunities8024.4. Donna DeEulio, “Should CatalogersTravel the EDI Highway?” Catalog Age 11,no. 2 (February 1994): 99.5. John W. Verity, “Taking a Laptop on aCall,” Business Week, October 25, 1993,pp. 124–25.6. Stannie Holt, “Sales-Force AutomationRamps Up,” InfoWorld, March 23, 1998,pp. 29, 38.7. James A. Narus and James C. Anderson,“Turn Your Industrial Distributors intoPartners,” Harvard Business Review,March–April 1986, pp. 66–71.8. Kevin Helliker, “Smile: That CrankyShopper May Be a Store Spy,” Wall StreetJournal, November 30, 1994, pp. B1, B6.9. Don Peppers, “How You Can HelpThem,” Fast Company, October–November1997, pp. 128–36.10. See 1994 Survey of Market Research, eds.Thomas Kinnear and Ann Root(Chicago: American Marketing Association,1994).11. See William R. BonDurant, “Research:The ‘HP Way,’” Marketing Research, June1992, pp. 28–33.12. Kevin J. Clancy and Robert S. Shulman,Marketing Myths That Are Killing Business,(New York: McGraw-Hill, 1994), p. 58;Phaedra Hise, “Comprehensive CompuServe,”Inc., June 1994, p. 109; “BusinessBulletin: Studying the Competition,”Wall Street Journal, p. A1.5.13. For a discussion of the decision-theoryapproach to the value of research, seeDonald R. Lehmann, Sunil Gupta, andJoel Steckel, Market Research (Reading,MA: Addison-Wesley, 1997).14. For an excellent annotated reference tomajor secondary sources of business andmarketing data, see Gilbert A. ChurchillJr., Marketing Research: MethodologicalFoundations, 6th ed. (Fort Worth, TX:Dryden, 1995).15. Thomas L. Greenbaum, The Handbook forFocus Group Research (New York: LexingtonBooks, 1993).16. Sarah Schafer, “Communications: Gettinga Line on Customers,” Inc. Tech(1996), p. 102; see also Alexia Parks, “On-Line Focus Groups Reshape Market ResearchIndustry,” Marketing News, May12, l997, p. 28.17. Roger D. Blackwell, James S. Hensel,Michael B. Phillips, and Brian Sternthal,Laboratory Equipment for Marketing Research(Dubuque, IA: Kendall/Hunt,1970); and Wally Wood, “The Race to ReplaceMemory,” Marketing and Media Decisions,July 1986, pp. 166–67. See alsoGerald Zaltman, “Rethinking Market Research:Putting People Back In,” Journalof Marketing Research 34, no. 4 (November1997): 424–37.18. Chris Serb, “If You Liked the Food, Press1,” Hospitals and Health Networks, April5, 1997, p. 99.19. G. K. Sharman, “Sessions Challenge StatusQuo,” Marketing News, November 10,1997, p. 18; “Prepaid Phone Cards AreRevolutionizing Market Research Techniques,”Direct Marketing, March l998, p.12.20. Selwyn Feinstein, “Computers ReplacingInterviewers for Personnel and MarketingTasks,” Wall Street Journal, October 9,1986, p. 35.21. For further reading, see Joanne Lipman,“Single-Source Ad Research Heralds DetailedLook at Household Habits,” WallStreet Journal, February 16, 1988, p. 39;Joe Schwartz, “Back to the Source,” AmericanDemographics, January 1989, pp.22–26; and Magid H. Abraham andLeonard M. Lodish, “Getting the MostOut of Advertising and Promotions,”Harvard Business Review, May–June 1990,pp. 50–60.22. John D. C. Little, “Decision Support Systemsfor Marketing Managers,” Journal ofMarketing, Summer 1979, p. 11.23. Gary L. Lilien and Arvind Rangaswamy,Marketing Engineering: Computer-AssistedMarketing Analysis and Planning (Reading,MA: Addison Wesley, 1998).24. John D. C. Little, “BRANDAID: A MarketingMix Model, Part I: Structure; PartII: Implementation,” Operations Research23 (1975): 628–73.25. Leonard M. Lodish, “CALLPLAN: An InteractiveSalesman’s Call Planning System,”Management Science, December1971, pp. 25–40.26. David B. Montgomery, Alvin J. Silk, andC. E. Zaragoza, “A Multiple-ProductSales-Force Allocation Model,” ManagementScience, December 1971, pp. 3–24.27. S. W. Hess and S. A. Samuels, “Experienceswith a Sales Districting Model: Criteriaand Implementation,” ManagementScience, December 1971, pp. 41–54.28. John D. C. Little and Leonard M. Lodish,“A Media Planning Calculus,” OperationsResearch, January–February 1969, pp.1–35.29. Magid M. Abraham and Leonard M.Lodish, “PROMOTER: An AutomatedPromotion Evaluation System,” MarketingScience, Spring 1987, pp. 101–23.30. Raymond R. Burke, Arvind Rangaswamy,Jerry Wind, and Jehoshua Eliashberg, “AKnowledge-Based System for AdvertisingDesign,” Marketing Science 9, no. 3(1990): 212–29.31. John D. C. Little, “Cover Story: An ExpertSystem to Find the News in Scanner