Marketing_Management_14th_Edition-min

18. Larry Selden and Geoffrey Colvin, Angel Customers &
Demon Customers (New York: Portfolio [Penguin], 2003).
19. For an in-depth discussion of issues around
implementing a customer-based organization on which
much of this paragraph is based, see George S. Day,
“Aligning the Organization with the Market,” MIT Sloan
Management Review 48 (Fall 2006), pp. 41–49.
20. Frederick E. Webster Jr., “The Role of Marketing
and the Firm,” Barton A. Weitz and Robin Wensley,
eds., Handbook of Marketing (London: Sage, 2002),
pp. 39–65.
21. For research on the prevalence of CMOs, see Pravin
Nath and Vijay Mahajan, “Chief Marketing Officers: A
Study of Their Presence in Firms’ Top Management
Teams,” Journal of Marketing 72 (January 2008),
pp. 65–81. For more discussion on the importance of
CMOs, see David A. Aaker, Spanning Silos: The New
CMO Imperative (Boston: Harvard Business School
Press, 2008).
22. For some classic perspectives, see Benson P. Shapiro,
“Can Marketing and Manufacturing Coexist?” Harvard
Business Review, September– October 1977,
pp. 104–14. Also see Robert W. Ruekert and Orville
C. Walker Jr., “Marketing’s Interaction with Other
Functional Units: A Conceptual Framework with Other
Empirical Evidence,” Journal of Marketing 51 (January
1987), pp. 1–19.
23. For more on creativity, see Pat Fallon and Fred Senn,
Juicing the Orange: How to Turn Creativity into a
Powerful Business Advantage (Boston: Harvard
Business School Press, 2006); Bob Schmetterer, Leap:
A Revolution in Creative Business Strategy (Hoboken,
NJ: Wiley, 2003); Jean-Marie Dru, Beyond Disruption:
Changing the Rules in the Marketplace (Hoboken, NJ:
Wiley, 2002); Michael Michalko, Cracking Creativity:
The Secrets of Creative Genius (Berkeley, CA: Ten
Speed Press, 1998); James M. Higgins, 101 Creative
Problem-Solving Techniques (New York: New
Management Publishing, 1994); and all the books by
Edward DeBono.
24. Gary Hamel, Leading the Revolution (Boston: Harvard
Business School Press, 2000).
25. Jagdish N. Sheth, The Self-Destructive Habits of Good
Companies ...And How to Break Them (Upper
Saddle River, NJ: Wharton School Publishing, 2007).
26. William L. Wilkie and Elizabeth S. Moore, “Marketing’s
Relationship to Society,” Barton A. Weitz and Robin
Wensley, eds., Handbook of Marketing (London: Sage,
2002), pp. 1–38.
27. “Special Report: Corporate Social Responsibility,”
Economist, January 17, 2008. For a broader academic
perspective, see Michael E. Porter and Mark R.
Kramer, “Strategy & Society,” Harvard Business Review
(December 2006): 78–82; Clayton M. Christensen,
Heiner Baumann, Rudy Ruggles, and Thomas M.
Stadtler, “Disruption Innovation for Social Change,”
Harvard Business Review (December 2006): 94–101.
28. Walmart, http://walmartstores.com/Sustainability/
7951.aspx; Monte Burke, “Mr. Green Jeans,” Forbes,
May 24, 2010; Brian Grow, “The Debate over Doing
Good,” BusinessWeek, August 15, 2005, pp. 76–78.
29. Brian Grow, “The Debate over Doing Good,”
BusinessWeek, August 15, 2005.
30. MaryLou Costa, “P&G Marketing Boss Urges Brands
to Move Beyond Traditional Advertising,” Marketing
Week, June 24, 2010; Elaine Wong, “P&G Shows Its
Softer Side with Downy Cause Effort,” Brandweek,
February 1, 2010, p. 6; Elaine Wang, “P&G Throws
Values into Value Equation,” Brandweek, March 9,
2009, p. 5.
31. Raj Sisodia, David B. Wolfe, and Jag Sheth, Firms of
Endearment: How World-Class Companies Profit from
Passion and Purpose (Upper Saddle River, NJ:
Wharton School Publishing, 2007).
32. Gary Hirshberg, Stirring It Up: How to Make Money and
Save the World (New York: Hyperion, 2008); Marc
Gunther, “Stonyfield Stirs Up the Yogurt Market,
Fortune. www.cnnmoney.com, January 4, 2008;
Melanie D. G. Kaplan, “Stonyfield Farm CEO: How an
Organic Yogurt Business Can Scale,” SmartPlanet,
www.smartplanet.com, May 17, 2010.
33. Elisabeth Sullivan, “Play by the New Rules,” Marketing
News, November 30, 2009, pp. 5–9; For further
reading, see Dorothy Cohen, Legal Issues in Marketing
Decision Making (Cincinnati, OH: South-Western
College Publishing, 1995).
34. Sarah Ellison, “Kraft Limits on Kids’ Ads May Cheese
Off Rivals,” Wall Street Journal, January 13, 2005.
35. Shelby D. Hunt and Scott Vitell, “The General Theory of
Marketing Ethics: A Retrospective and Revision,” John
Quelch and Craig Smith, eds., Ethics in Marketing
(Chicago: Irwin, 1992).
36. “Distrust, Discontent, Anger and Partisan Rancor,” The
Pew Research for the People & the Press, April 18, 2010.
37. Ronald Alsop, “How a Boss’s Deeds Buff a Firm’s
Reputation,” Wall Street Journal, January 31, 2007.
38. Mary Jo Hatch and Majken Schultz, Taking Brand
Initiative: How Companies Can Align Strategy, Culture,
and Identity through Corporate Branding (San
Francisco: Jossey-Bass, 2008); Majken Schultz, Yun
Mi Antorini, and Fabian F. Csaba, Corporate Branding:
Purpose, People, and Process (Køge, Denmark:
Copenhagen Business School Press, 2005); Ronald J.
Alsop, The 18 Immutable Laws of Corporate
Reputation: Creating, Protecting, and Repairing Your
Most Valuable Asset (New York: Free Press, 2004);
Marc Gunther, “Tree Huggers, Soy Lovers, and Profits,”
Fortune, June 23, 2003, pp. 98–104; Ronald J. Alsop,
“Perils of Corporate Philanthropy,” Wall Street Journal,
January 16, 2002.
39. Emily Steel, “Nestlé Takes a Beating on Social-Media
Sites,” Wall Street Journal, March 29, 2010, p. B5; Mya
Frazier, “Going Green? Plant Deep Roots,” Advertising
Age, April 30, 2007, pp. 1, 54–55.
40. Scott Kirsner, “An Environmental Quandary Percolates
at Green Mountain Coffee Roasters,” Boston Globe,
January 3, 2010; Natalie Zmuda, “Green Mountain
E68
Endnotes