Marketing_Management_14th_Edition-min

28. Antonio Gonsalves, “Dell Makes $3 Million from Twitter-
Related Sales,” InformationWeek, June 12, 2009.
29. Linda Tischler, “What’s The Buzz?” Fast Company,
May 2004, p. 76.
30. Valerie Alderson, “Measuring the Value of a Managed
WOM Program in Test & Control Markets,” BzzAgent
Inc., 2007.
31. Suzanne Vranica, “Marketers Aim New Ads at Video
iPod Users,” Wall Street Journal, January 31, 2006;
Kevin Redmond, “GPS Mobile Marketing
Goodness,” Barbarian Blog, February 21, 2009.
32. Bruce Horovitz, “In Trend Toward Vanity Food, It’s
Getting Personal,” USA Today, August 9, 2006.
33. Josh Catone, “15 Companies That Really Get
Corporate Blogging,” www.sitepoint.com.
34. “Intranet Case Study: GM’s mySocrates,”
www.communitelligence.com.
35. Gail McGovern and John A. Quelch, “The Fall and Rise
of the CMO,” Strategy Business, Winter 2004.
36. Richard Rawlinson, “Beyond Brand Management,”
Strategy Business, Summer 2006.
37. Jennifer Rooney, “As If You Didn’t Know by Now, It’s
About the Bottom Line for CMOs,” Advertising Age,
May 5, 2008, pp. 3–57.
38. Elisabeth Sullivan, “Solving the CMO Puzzle,”
Marketing News, March 30, 2009, p. 12.
39. Constantine von Hoffman, “Armed with Intelligence,”
Brandweek, May 29, 2006, pp. 17–20.
40. “China’s Second Biggest PC Maker to Push Windows,”
www.digitalworldtokyo.com, April 15, 2006.
41. Robert J. Keith, “The Marketing Revolution,” Journal of
Marketing 24 (January 1960), pp. 35–38; John B.
McKitterick, “What Is the Marketing Management
Concept?” Frank M. Bass, ed., The Frontiers of
Marketing 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: Its Meaning to
Management (Marketing series, no. 99; New York:
American Management Association, 1957), pp. 3–5.
42. Theodore Levitt, “Marketing Myopia,” Harvard
Business Review, July–August 1960, p. 50.
43. Rohit Deshpande and John U. Farley, “Measuring Market
Orientation: Generalization and Synthesis,” Journal of
Market-Focused Management 2 (1998), pp. 213–32; Ajay
K. Kohli and Bernard J. Jaworski, “Market Orientation:
The Construct, Research Propositions, and Managerial
Implications,” Journal of Marketing 54 (April 1990), pp.
1–18; John C. Narver and Stanley F. Slater, “The Effect of
a Market Orientation on Business Profitability,” Journal of
Marketing 54 (October 1990), pp. 20–35.
44. Evert Gummesson, Total Relationship Marketing
(Boston: Butterworth-Heinemann, 1999); Regis
McKenna, Relationship Marketing (Reading, MA:
Addison-Wesley, 1991); Martin Christopher, Adrian
Payne, and David Ballantyne, Relationship Marketing:
Bringing Quality, Customer Service, and Marketing
Together (Oxford, UK: Butterworth-Heinemann, 1991).
45. James C. Anderson, Hakan Hakansson, and Jan
Johanson, “Dyadic Business Relationships within a
Business Network Context,” Journal of Marketing 58
(October 15, 1994), pp. 1–15.
46. Larry Selden and Yoko S. Selden, “Profitable
Customer: The Key to Great Brands,” Advertising Age,
July 10, 2006, p. S7; Larry Selden and Geoffrey Colvin,
Angel Customers and Demon Customers (New York,
NY: Portfolio, 2003).
47. Allison Fass, “Theirspace.com,” Forbes, May 8, 2006,
pp. 122–24.
48. Paula Andruss, “Employee Ambassadors, Marketing
News, December 15, 2008, pp. 26–27;
www.snowshoemtn.com.
49. Christian Homburg, John P. Workman Jr., and Harley
Krohmen, “Marketing’s Influence within the Firm,”
Journal of Marketing 63 (January 1999), pp. 1–15.
50. Robert Shaw and David Merrick, Marketing Payback: Is
Your Marketing Profitable? (London, UK: Pearson
Education, 2005).
51. Rajendra Sisodia, David Wolfe, and Jagdish Sheth,
Firms of Endearment: How World-Class Companies
Profit from Passion (Upper Saddle River, NJ: Wharton
School Publishing, 2007).
52. If choosing to develop a strategic corporate social
responsibility program, see Michael E. Porter and Mark
R. Kramer, “Strategy and Society: The Link between
Competitive Advantage and Corporate Social
Responsibility,” Harvard Business Review, December
2006, pp. 78–92.
53. Jeffrey Hollender and Stephen Fenichell, What Matters
Most (New York: Basic Books, 2004), p. 168.
54. Tara Weiss, “Special Report: Going Green,”
Forbes.com, July 3, 2007; Matthew Grimm,
“Progressive Business,” Brandweek, November 28,
2005, pp. 16–26.
55. E. Jerome McCarthy and William D. Perreault, Basic
Marketing: A Global-Managerial Approach, 14th ed.
(Homewood, IL: McGraw-Hill/Irwin, 2002).
56. Joann Muller, “Ford: Why It’s Worse Than You Think,”
BusinessWeek, June 25, 2001; Ford 1999 Annual
Report; Greg Keenan, “Six Degrees of Perfection,”
Globe and Mail, December 20, 2000.
Chapter 2
1. Catherine Holahan, “Yahoo!’s Bid to Think Small,”
BusinessWeek, February 26, 2007, p. 94; Ben Elgin,
“Yahoo!’s Boulevard of Broken Dreams,” BusinessWeek,
March 13, 2006, pp. 76–77; Justin Hibbard, “How
Yahoo! Gave Itself a Face-Lift,” BusinessWeek, October
9, 2006, pp. 74–77; Kevin J. Delaney, “As Yahoo!
Falters, Executive’s Memo Calls for Overhaul,” Wall
Street Journal, November 18, 2006; “Yahoo!’s
Personality Crisis,” Economist, August 13, 2005,
pp. 49–50; Fred Vogelstein, “Yahoo!’s Brilliant Solution,”
Fortune, August 8, 2005, pp. 42–55.
2. Nirmalya Kumar, Marketing as Strategy: The CEO’s
Agenda for Driving Growth and Innovation (Boston:
E2
Endnotes