Kotler - Keller - Managementul Marketingului

> Crearea valorii, a satisfacÆiei çi a fidelitåÆii în relaÆia cu clientul < Capitolul 5 259
Service Failure“, Sloan Management Review 40, no. 1,
1998, pp. 75-88.
58. Maryfran Johnson, „Colliding with Customers“, Computerworld,
15 decembrie 2003, p. 20; Bob Brewin,
„User Complaints Push Dell to Return PC Support to
U.S.“, Computerworld, 1 decembrie 2003, p. 6.
59. Frederick F. Reichheld, The Loyalty Effect (Boston: Harvard
Business School Press, 1996).
60. Robert Blattberg, Byung-Do Kim çi Scott Neslin,
Database Marketing: Theory and Practice (în curs de
apariÆie).
61. www.ameritrade.com; Rebecca Buckman, „Ameritrade
Unveils Index That Tracks Customer Trends“, Wall
Street Journal, 2 decembrie 1999. Pentru un exemplu la
polul opus, vezi Susan Stellin, „For Many Online
Companies, Customer Service is Hardly a Priority“, New
York Times, 19 februarie 2001.
62. Michael Totty, „E-Commerce (A Special Report): Business
Solutions“, Wall Street Journal, 20 octombrie 2003,
p. R4.
63. Jeffrey Pfeffer, „The Face of Your Business“, Business
2.0, decembrie 2002/ianuarie 2003, p. 58.
64. Frederick F. Reichheld, „Learning from Customer
Defections“, Harvard Business Review, martie-aprilie
1996, pp. 56-69.
65. Reichheld, „Learning from Customer Defections“, pp.
56-69.
66. Leonard L. Berry çi A Parasuraman, Marketing Services:
Competing Through Quality (New York: Free Press,
1991), p. 136-42. Vezi çi Richard Cross çi Janet Smith,
Customer Bonding: Pathways to Lasting Customer
Loyalty (Lincolnwood, IL: NTC Business Books, 1995).
67. Pentru o analizå, vezi Graham R. Dowling çi Mark
Uncles, „Do Customer Loyalty Programs Really Work?“,
Sloan Management Review 38, no. 4, 1997, pp. 71-82.
68. Thomas Lee, „Retailers Look for a Hook“, St. Louis
Post-Dispatch, 4 decembrie 2004, p. A1.
69. <www.apple.com>.
70. <www.hog.com>.
71. James H. Donnelly Jr., Leonard L. Berry çi Thomas W.
Thompson, Marketing Financial Services – A Strategic
Vision (Homewood, IL: Dow Jones-Irwin, 1985), p. 113.
72. Susan Stellin, „For Many Online Companies, Customer
Service is Hardly a Priority“, New York Times, 19
februarie 2001; Michelle Johnson, „Getting Ready for
the Onslaught“, Boston Globe, 4 noiembrie 1999.
73. <http://www.warp9inc.com/Newsletter/06_2001/Shoppingcarts.htm>.
74. BW Online, 22 iulie 2002, emisiune TV.
75. „Personal Touch“, Chain Store Age, iunie 2003, pp.
42-46.
76. Articol difuzat în sistem privat, Lester Wunderman, „The
Most Elusive Word in Marketing“, iunie 200. Vezi çi
Lester Wunderman, Being Direct (New York: Random
House, 1996).
77. Ian Mount, „Marketing“, Business 2.0, august/septembrie
2001, p. 84.
78. Peter R. Peacock, „Data Mining in Marketing: Part 1“,
Marketing Management, iarna 1998, p. 9-18 çi „Data
Mining in Marketing: Part 2“, Marketing Management, primåvara
1998, p. 15-25; Ginger Conlon, „What the !@!*?!!
Is a Data Warehouse?“, Sales & Marketing Management,
aprilie 1997, p. 41-48; Skip Press, „Fool’s Gold? As Companies
Rush to Mine Data, They May Dig Up Real Gems –
or False Trends“, Sales & Marketing Management, aprilie
1997, p. 58, 60, 62; John Verity, „A Trillion-Byte Weapon“,
BusinessWeek, 31 iulie 1995, p. 80-81.
79. James Lattin, Doug Carroll çi Paul Green, Analyzing
Multivariate Data (Florence, KY: Thomson Brooks/Cole,
2003); Simon Haykin, Neural Networks: A Comprehensive
Foundation, ediÆia a 2-a (Upper Saddle River, NJ:
Prentice Hall, 1998); Michael J. A. Berry çi Gordon Linoff,
Data Mining Techniques: For Marketing, Sales, and
Customer Support (New York: John Wiley & Sons, 1997).
80. Werner Reinartz çi V. Kumar, „The Mismanagement of
Customer Loyalty“, Harvard Business Review, iulie
2002, pp. 86-94; Susan M. Fournier, Susan Dobscha çi
David Glen Mick, „Preventing the Premature Death of
Relationship Marketing“, Harvard Business Review, ianuarie-februarie
1998, pp. 42-51.
81. Jon Swartz, „Ebay Faithful Expect Loyalty in Return“,
USA Today, 1 iulie 2002, pp. B1-B2.
82. George S. Day, „Creating a Superior Customer-Relating
Capability“, Sloan Management Review 44, no. 3, 2003,
pp. 77-82.
83. Darrell K. Rigby, Frederick F. Reichheld çi Phil Schefter,
„Avoid the Four Perils of CRM“, Harvard Business
Review, februarie 2002, pp. 101-109.