Kotler - Keller - Managementul Marketingului

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43. Pentru o analizå suplimentarå, vezi Robert J. Thomas,
„Timing: The Key to Market Entry“, Journal of Consumer
Marketing (vara 1985): 77-87; Thomas S. Robertson,
Jehoshua Eliashberg çi Talia Rymon, „New Product
Announcement Signals and Incumbent Reactions“,
Journal of Marketing (iulie 1995): 1-15; Frank H. Alpert çi
Michael A. Kamins, „Pioneer Brand Advantages and
Consumer Behavior: A Conceptual Framework and
Propositional Inventory“, Journal of the Academy of
Marketing Science (vara 1994): 244-336; Barry L.
Bayos, Sanjay Jain çi Ambar Rao, „Consequences: An
Analysis of Truth or Vaporware and New Product
Announcements“, Journal of Marketing Research
(februarie 2001): 3-13.
44. Timothy Aeppel, „Brothers of Invention“, Wall Street
Journal, 19 aprilie 2004, pag. B1.
45. Mickey H. Gramig, „Coca-Cola Unveiling New Citrus
Drink“, Atlanta Journal and Constitution, 24 ianuarie
1998, pag. E3.
46. Cooper çi Kleinschmidt, New Products, pag. 35-38.
47. Philip Kotler çi Gerald Zaltman, „Targeting Prospects for
a New Product“, Journal of Advertising Research
(februarie 1976): 7-20.
48. Peter Burrows, „Rock On, iPod“, BusinessWeek, 7 iunie
2004, pag. 130-131; Jay Lyman, „Mini iPod Moving
Quickly, Apple Says“, TechNewsWorld, 26 februarie
2004; David Taylor, Brand Stretch (New York: John
Wiley, 2004).
49. Pentru detalii, vezi Keith G. Lockyer, Critical Path
Analysis and Other Project Network Techniques
(London: Pitman, 1984). Vezi, de asemenea, Arvind
Rangaswamy çi Gary L. Lilien, „Software Tools for New
Product Development“, Journal of Marketing Research
(februarie 1997): 177-184.
50. Analiza care urmeazå se bazeazå covârçitor pe Everett
M. Rogers, Diffusion of Innovations (New York: The
Free Press, 1962). Vezi, de asemenea, a treia ediÆie,
publicatå în 1983.
51. C. Page Moreau, Donald R. Lehmann çi Arthur B.
Markman, „Entrenched Knowledge Structures and
Consumer Response to New Products“, Journal of
Marketing Research 38 (februarie 2001): 14-29.
52. Steve Hoeffler, „Measuring Preferences for Really New
Products“, Journal of Marketing Research 40 (noiembrie
2003): 406-420.
53. Rogers, Diffusion of Innovations, pag. 192; Geoffrey A.
Moore, Crossing the Chasm: Marketing and Selling
High-Tech Products to Mainstream Customers (New
York: HarperBusiness, 1999).
54. A. Parasuraman çi Charles L. Colby, Techno-Ready
Marketing (New York: The Free Press, 2001); Jakki
Mohr, Marketing of High-Technology Products and
Innovations (Upper Saddle River, NJ: Prentice Hall,
2001).
55. Malcolm Macalister Hall, „Selling by Stealth“, Business
Life, noiembrie 2001, pag. 51-55.
56. Jordan Robertson, „How Nike Got Street Cred“,
Business 2.0, mai 2004, pag. 43-46.
57. Maria Flores Letelier, Charles Spinosa çi Bobby J.
Calder, „Strategies for Viral Marketing“, în Kellogg on
Integrated Marketing, editatå de Dawn Iacobucci çi
Bobby J. Calder (New York: John Wiley & Sons, 2003),
pag. 90-134.
58. Cliff Edwards, „Is TiVo’s Signal Still Fading?“,
BusinessWeek, 10 septembrie 2001, pag. 72-74; Cliff
Edwards, „Will Souping Up Tivo Save It?“,
BusinessWeek, 17 mai 2004, pag. 63-64.
59. Hubert Gatignon çi Thomas S. Robertson, „A Propositional
Inventory for New Diffusion Research“,
Journal of Consumer Research (martie 1985): 849-867;
Vijay Mahajan, Eitan Muller çi Frank M. Bass, „Diffusion
of New Products: Empirical Generalizations and
Managerial Uses“, Marketing Science 14, nr. 3, partea 2
(1995): G79-G89; Fareena Sultan, John U. Farley çi
Donald R. Lehman, „Reflection on «A Meta-Analysis of
Applications of Diffusion Models»“, Journal of Marketing
Research (mai 1996): 247-249; Minhi Hahn, Sehoon
Park çi Andris A. Zoltners, „Analysis of New Product
Diffusion Using a Four-segment Trial-repeat Model“,
Marketing Science 13, nr. 3 (1994): 224-247.