Kotler - Keller - Managementul Marketingului

1078 Partea a VIII-a > Dezvoltarea cu succes pe termen lung <
36. Jennifer Barrett, „A Secret Recipe for Success“, Newsweek,
3 noiembrie 2003, pag. 48-49; Paul Newman çi A. E.
Hotchner, Shameless Exploitation in Pursuit of the Common
Good: The Madcap Business Adventure by the Truly
Oddest Couple (Waterville, ME: Thorndike Press, 2003).
37. Todd Wallack, „Conscience Calls“, San Francisco Chronicle,
21 septembrie 2000; <www.workingassets.com>.
38. Hamish Pringle çi Marjorie Thompson, How Cause
Related Marketing Builds Brands (New York: John Wiley
& Sons, 1999); Christine Bittar, „Seeking Cause and
Effect“, Brandweek, 11 noiembrie 2002, pag. 19-24;
„Marketing, Corporate Social Initiatives, and the Bottom
Line“, Marketing Science Institute Conference Summary,
MSI Report No. 01-106, 2001.
39. Rajan Varadarajan çi Anil Menon, „Cause-Related Marketing:
A Co-alignment of Marketing Strategy and Corporate
Philanthropy“, Journal of Marketing 52, 1998, pag. 58-74.
40. Minette Drumwright çi Patrick E. Murphy, „Corporate
Societal Marketing“, în Handbook of Marketing and
Society, ediÆie coordonatå de Paul N. Bloom çi Gregory
T. Gundlach (Thousand Oaks, CA: Sage Publications,
2001), pag. 162-183. Vezi çi Minette Drumwright, „Company
Advertising with a Societal Dimension: The Role of
Noneconomic Criteria“, Journal of Marketing 60,
octombrie 1996, pag. 71-87.
41. <www.britishairways.com>.
42. Pat Auger, Paul Burke, Timothy Devinney çi Jordan J.
Loviere, „What Will Consumers Pay for Social Product
Features?“, Journal of Business Ethics 42, 2003, pag.
281-304.
43. C.B. Bhattacharya çi Sankar Sen, „Consumer-Company
Identification: A Framework for Understanding Consumers’
Relationships with Companies“, Journal of Marketing
67, aprilie 2003, pag. 76-88; Sankar Sen çi C. B.
Bhattacharya, „Does Doing Good Always Lead to Doing
Better? Consumer Reactions to Corporate Social Responsibility“,
Journal of Marketing Research 38, no. 2, 2001,
pag. 225-244; Dennis B. Arnett, Steve D. German çi
Shelby D. Hunt, „The Identity Salience Model of Relationship
Marketing Success: The Case of Nonprofit Marketing“,
Journal of Marketing 67, aprilie 2003, pag. 89-105.
44. Steven Hoeffler çi Kevin Lane Keller, „Building Brand
Equity through Corporate Societal Marketing“, Journal
of Public Policy and Marketing 21, no. 1, primåvara
2002, pag. 78-89. Vezi çi ediÆia specialå dedicatå responsabilitåÆii
corporatiste, Journal of Brand Management
10, no. 4-5, mai 2003.
45. Pringle çi Thompson, How Cause Related Marketing
Builds Brands; <www.loveisnotabuse.com>.
46. Mark R. Forehand çi Sonya Grier, „When Is Honesty the
Best Policy? The Effect of Stated Company Intent on
Consumer Ckepticism“, Journal of Consumer
Psychology 13, no. 3, 2003, pag. 349-356; Dwane Hal
Dean, „Associating the Corporation with a Charitable
Event Through Sponsorship: Measuring the Effects on
Corporate Community Relations“, Journal of Advertising
31, no. 4, 2002, pag. 77-87.
47. Steve Hoeffler, Paul N. Bloom çi Kevin Lane Keller,
„Achieving Social Change Through Corporate Societal
Marketing: Incorporating a Consumer Orientation into
CSR Programs“, lucrare pentru Kenan-Flagler School of
Business, University of North Carolina at Chapel Hill,
2004.
48. Alsop, The 18 Immutable Laws of Corporate Reputation:
Creating, Protecting, and Repairing Your Most Valuable
Asset, pag. 125.
49. Susan Orenstein, „The Selling of Breast Cancer“, Business
2.0, februarie 2003, pag. 88-94; H. Meyer, „When
the Cause Is Just“, Journal of Business Strategy, noiembrie-decembrie
1997, pag. 27-31.
50. Christine Bittar, „Seeking Cause and Effect“,
Brandweek, 11 noiembrie 2002, pag. 18-24.
51. Philip Kotler, Ned Roberto çi Nancy Lee, Social Marketing:
Improving the Quality of Life (Thousand Oaks,
CA: Sage, 2002).
52. <www.causemarketingforum.com>.
53. Vezi Rothschild, „Carrots, Sticks, and Promises: A Conceptual
Framework for the Management of Public Health
and Social Issue Behaviors“, pag. 24-37.
54. Ca bibliografie suplimentarå pe tema elaborårii çi implementårii
planurilor de marketing, vezi H. W. Goetsch,
Developing, Implementing & Managing an Effective Marketing
Plan (Chicago: NTC Business Books, 1993).
55. Ibid.
56. Thomas V. Bonoma, The Marketing Edge: Making
Strategies Work (New York: Free Press, 1985). Mare
parte din aceastå porÆiune a capitolului se bazeazå pe
lucrarea lui Bonoma.
57. C. Marcus, „Marketing Resource Management: Key
Components“, Gartner Research Note, 22 august 2001.
58. Sam R. Goodman, Increasing Corporate Profitability
(New York: Ronald Press, 1982), capitolul 1. Vezi çi
Bernard J. Jaworski, Vlasis Stathakopoulos çi H.
Shanker Krishnan, „Control Combinations in Marketing:
Conceptual Framework and Empirical Evidence“,
Journal of Marketing, ianuarie 1993, pag. 57-69.
59. Peter M. Senge, The Fifth Discipline: The Art and Practice
of the Learning Organization (New York: Doubleday
Currency, 1990), capitolul 7.
60. Pentru o analizå mai amplå a acestui instrument, vezi
Philip Kotler, „From Sales Obsession to Marketing Effectiveness“,
Harvard Business Review, noiembrie-decembrie
1977, pag. 67-75.
61. Philip Kotler, William Gregor çi William Rodgers, „The Marketing
Audit Comes of Age“, Sloan Management Review,
iarna 1989, pag. 49-62; Frederick Reichheld, The Loyalty
Effect (Boston: Harvard Business School Press, 1996).
62. Alte liste utile pentru o autoverificare de marketing pot fi
gåsite în: Aubrey Wilson, Aubrey Wilson’s Marketing
Audit Checklists (London: McGraw-Hill, 1982); Mike
Wilson, The Management of Marketing (Westmead,
England: Gower Publishing, 1980). Vezi çi Ben M. Enis
çi Stephen J. Garfein, „The Computer-Driven Marketing
Audit“, pentru descrierea unui program informatic destinat
analizei de marketing, în Journal of Management
Inquiry, decembrie 1992, pag. 306-318.
63. Kotler, Gregor çi Rodgers, „The Marketing Audit Comes
of Age“, pag. 49-62.