Kotler - Keller - Managementul Marketingului

> Managementul unei organizaÆii care practicå marketingul holistic < Capitolul 20 1077
5. Fox, Jocz çi Jaworski, „A Common Language“, pag. 14-17.
6. Pentru o analizå cronologicå a istoriei gândirii de marketing,
vezi D. G. Brian Jones çi Eric H. Shaw, „A History of
Marketing Thought“, în Handbook of Marketing, ediÆie
coordonatå de Barton A. Weitz çi Robin Wensley, 2002,
Londra: Sage Publications, pag. 39-65.
7. Frederick E. Webster Jr., „The Changing Role of Marketing
in the Corporation“, Journal of Marketing, octombrie 1992,
pag. 1-17. Vezi çi Ravi S. Achrol, „Evolution of the Marketing
Organization: New Forms of Turbulent Environment“,
Journal of Marketing, octombrie 1991, pag. 77-93;
çi John P. Workman Jr., Christian Homburg çi Kjell Gruner,
„Marketing Organization: An Integrative Framework of
Dimensions and Determinants“, Journal of Marketing, iulie
1998, pag. 21-41. Pentru câteva perspective contemporane,
vezi ediÆia specialå 1999 a publicaÆiei Journal of Marketing
Fundamental Issues and Directions for Marketing.
8. Pentru o excelentå descriere a modului în care se poate
transforma o firmå într-o organizaÆie orientatå spre piaÆå,
vezi George Day, The Market-Driven Organization:
Aligning Culture, Capabilities, and Configuration to the
Market (New York: Free Press, 1989).
9. Frederick E. Webster Jr., „The Role of Marketing and the
Firm“, în Handbook of Marketing, ediÆie coordonatå de
Barton A. Weitz çi Robin Wensley, 2002, Londra: Sage
Publications, pag. 39-65.
10. Frank V. Cespedes, Concurrent Marketing: Integrating
Product, Sales, and Service (Boston: Harvard Business
School Press, 1995); Frank V. Cespedes, Managing
Marketing Linkages: Text, Cases, and Readings (Upper
Saddle River, NJ: Prentice Hall, 1996).
11. <www.pacefoods.com>.
12. Zachary Schiller, „The Marketing Revolution at Procter &
Gamble“, BusinessWeek, 25 iulie 1988, pag. 72-76;
Laurie Freeman, „P&G Widens Power Base: Adds
Category Managers“, Advertising Age.
13. Michael J. Zenor, „The Profit Benefits of Category Management“,
Journal of Marketing Research, 31 mai 1994,
pag. 202-213.
14. Gerry Khermouch, „Brands Overboard“, Brandweek, 22
august 1994, pag. 25-39.
15. Ca bibliografie suplimentarå, vezi Robert Dewar çi Don
Schultz, „The Product Manager, an Idea Whose Time Has
Gone“, Marketing Communications, mai 1989, pag. 28-35;
„The Marketing Revolution at Procter & Gamble“, BusinessWeek,
25 iulie 1988, pag. 72-76; Kevin T. Higgins,
„Category Management: New Tools Changing Life for
Manufacturers, Retailers“, Marketing News, 25 septembrie
1989, pag. 2, 19; George S. Low çi Ronald A. Fullerton,
„Brands, Brand Management, and the Brand Manager
System: A Critical-Historical Evaluation“, Journal of
Marketing Research, mai 1994, pag. 173-190; çi Michael
J. Zanor, „The Profit Benefits of Category Management“,
Journal of Marketing Research, mai 1994, pag. 202-213.
16. Richard E. Anderson, „Matrix Redux“, Business
Horizons, noiembrie-decembrie 1994, pag. 6-10.
17. Frederick E. Webster Jr., „The Role of Marketing and the
Firm“, în Handbook of Marketing, ediÆie coordonatå de
Barton A. Weitz çi Robin Wensley, 2002, Londra: Sage
Publications, pag. 39-65.
18. Benson P. Shapiro, „Can Marketing and Manufacturing
Coexist?“, Harvard Business Review, septembrie-octombrie
1977, pag. 104-114. Vezi çi Robert W. Ruekert çi Orville
C. Walker Jr., „Marketing’s Interaction with Other Functional
Units: A Conceptual Framework with Other Empirical
Evidence“, Journal of Marketing, ianuarie 1987, pag. 1-19.
19. Patricia Sellers, „P&G: Teaching an Old Dog New
Tricks“, Fortune, 31 mai 2004, pag. 167-180.
20. Erik Brynjolfsson çi Lorin Hitt, „The Customer Counts“,
Information Week, 9 septembrie 1996.
21. Gary Hamel, Leading the Revolution (Boston: Harvard
Business School Press, 2000).
22. Kenneth Hein, „Rohan Oza“, Brandweek, 8 aprilie 2002,
pag. 36; „POWERade Scores with LeBron“, Brandweek,
18 august 2004.
23. William L. Wilkie çi Elizabeth S. Moore, „Marketing’s
Relationship to Society“, în Handbook of Marketing,
ediÆie coordonatå de Barton A. Weitz çi Robin Wensley,
2002, Londra: Sage Publications, pag. 1-38.
24. „Special Report: Corporate Social Responsibility“, The
Economist, 14 decembrie 2002, pag. 62-63.
25. Don Tapscott çi Anthony Williams, „What? Now We
Have to Make a Profit and Be Ethical“, Business 2.0,
februarie 2002, pag. 30.
26. Ca bibliografie suplimentarå, vezi Dorothy Cohen, Legal
Issues in Marketing Decision Making (Cincinnati, OH:
South-Western, 1995).
27. Shelby D. Hunt çi Scott Vitell, „The General Theory of
Marketing Ethics: A Retrospective and Revision“, în
Ethics in Marketing, ediÆie coordonatå de John Quelch çi
Craig Smith (Chicago: Irwin, 1992).
28. Tapscott çi Williams, „What? Now We Have to Make a
Profit and Be Ethical“, pag. 30-31.
29. Marc Gunther, „Tree Huggers, Soy Lovers, and Profits“,
Fortune, 23 iunie 2004, pag. 98-104.
30. Ronald J. Alsop, „Perils of Corporate Philanthropy“, Wall
Street Journal, 16 ianuarie 2002, pag. B1; Ronald J.
Alsop, The 18 Immutable Laws of Corporate Reputation:
Creating, Protecting, and Repairing Your Most Valuable
Asset (New York: Free Press, 2004).
31. Paul Dolan, True to Our Roots: Fermenting a Business
Revolution (New York: Bloomberg Press, 2003); Alison
Overholt, „The Good Earth“, Fast Company, decembrie
2003, pag. 86-88.
32. Michael E. Porter çi Mark R. Kramer, „The Competitive
Advantage of Corporate Philanthropy“, Harvard
Business Review, decembrie 2002, pag. 5-16.
33. Dwane Hal Deane, „Associating the Corporation with a
Charitable Event Through Sponsporship: Measuring the
Effects on Corporate Community Relations“, Journal of
Advertising, iarna 2002, pag. 77-87.
34. Philip Kotler çi Nancy Lee, Corporate Social Responsibility:
Doing the Most Good for Your Company and
Your Cause (New York: John Wiley, 2005).
35. Pentru o analizå a câtorva probleme çi ocazii favorabile
pentru marketingul serviciilor publice de sånåtate, vezi
Michael L. Rothschild, „Carrots, Sticks, and Promises: A
Conceptual Framework for the Management of Public
Health and Social Issue Behaviors“, Journal of Marketing
63, octombrie 1999, pag. 24-37.