Kotler - Keller - Managementul Marketingului

310 Partea a III-a > Intrarea în conexiune cu clienÆii <
59. Jill Venter, „Milk Mustache Campaign Is a Hit with
Teens“, St. Louis Post-Dispatch, 1 aprilie 1998, p. E1;
Dave Fusaro, „The Milk Mustache“, Dairy Foods, aprilie
1997, p. 75; Judann Pollack, „Milk: Kurt Graetzer“,
Advertising Age, 30 iunie 1997, p. S1; Kevin Lane Keller,
„Milk: Branding a Commodity“, Strategic Brand Management
(Upper Saddle River, NJ: Prentice Hall, 1998).
60. Vezi Paul E. Green çi Yoram Wind, Multiattribute Decisions
in Marketing: A Measurement Approach (Hindsale,
IL: Dryden, 1973), capitolul 2; Leigh McAlister,
„Choosing Multiple Items from a Product Class“, Journal
of Consumer Research, decembrie 1979, pp. 213-24;
Richard J. Lutz, „The Role of Attitude Theory in Marketing“,
în Kassarjian çi Robertson (editori), Perspectives
in Consumer Behavior, pp. 317-339.
61. Acest model al valorii açteptate a fost elaborat de Martin
Fishbein çi prezentat în articolul „Attitudes and Prediction
of Behavior“, apårut în Readings in Attitude
Theory and Measurement, editor Martin Fishbein (New
York: John Wiley, 1967), pp. 477-492. Pentru o analizå
criticå a modelului, vezi Paul W. Miniard çi Joel B.
Cohen, „An Examination of the Fishbein-Ajzen Behavioral-Intentions
Model’s Concepts and Measures“, Journal
of Experimental Social Psychology, mai 1981, pp. 309-39.
62. Michael R. Solomon, Consumer Behavior: Buying,
Having and Being (Upper Saddle River, NJ: Prentice
Hall, 2001).
63. James R. Bettman, Eric J. Johnson çi John W. Payne,
„Consumer Decision Making“, în Kassarjian çi Robertson
(editori), Handbook of Consumer Theory and
Research, pp. 50-84.
64. Jagdish N. Sheth, „An Investigation of Relationships
among Evaluative Beliefs, Affect, Behavioral Intention,
and Behavior“, în Consumer Behavior: Theory and Application,
editori John U. Farley, John A. Howard çi L.
Winston Ring (Boston: Allyn & Bacon, 1974), pp. 89-114.
65. Fishbein, „Attitudes and Production of Behavior“.
66. Raymond A. Bauer, „Consumer Behavior as Risk
Taking“, în Risk Taking and Information Handling in
Consumer Behavior, editor Donald F. Cox (Boston:
Divison of Research, Harvard Business School, 1967);
çi James W. Taylor, „The Role of Risk in Consumer
Behavior“, Journal of Marketing, aprilie 1974, pp. 54-60.
67. Priscilla A. La Barbera çi David Mazursky, „A Longitudinal
Assessment of Consumer Satisfaction/Dissastisfaction:
The Dynamic Aspect of the Cognitive Process“,
Journal of Marketing Research, noiembrie 1983, pp.
393-404.
68. Ralph L. Day, „Modeling Choices among Alternative
Responses to Dissastisfaction“, în Advances in Consumer
Research Vol. 11 (1984): pp. 496-99. Vezi çi Philip
Kotler çi Murali K. Mantrala, „Flawed Products: Consumer
Responses and Marketer Strategies“, Journal of
Consumer Marketing, vara 1985, pp. 27-36.
69. Barry L. Bayus, „Word of Mouth: The Indirect Effects of
Marketing Efforts“, Journal of Advertising Research,
iunie-iulie 1985, pp. 31-39.
70. Albert O. Hirschman, Exit, Voice, and Loyalty (Cambridge,
MA: Harvard University Press, 1970).
71. Mary C. Gilly çi Richard W. Hansen, „Consumer Complaint
Handling as a Strategic Marketing Tool“, Journal
of Consumer Marketing, toamna 1985, p. 5-16.
72. James H. Donnelly Jr. çi John M. Ivancevich, „Post-Purchase
Reinforcement and Back-Out Behavior“, Journal
of Marketing Research, august 1970, pp. 399-400.
73. John D. Cripps, „Heuristics and Biases in Timing the
Replacement of Durable Products“, Journal of Consumer
Research 21, septembrie 1994, pp. 304-318.
74. Richard E. Petty çi John T. Cacioppo, Atittudes and
Persuasion: Classic and Contemporary Approaches
(New York: McGraw-Hill, 1981); Richard E. Petty, Communication
and Persuasion: Central and Peripheral
Routes to Attitude Change (New York: Springer Verlag,
1986).
75. Herbert E. Krugman, „The Impact of Television Advertising:
Learning without Involvement“, Public Opinion
Quarterly, toamna 1965, pp. 349-56.
76. Frank R. Kardes, Consumer Behavior and Managerial
Decision-Making, ediÆia a 2-a (Upper Saddle River, NJ:
Prentice Hall, 2003).
77. Vezi Richard Thaler, „Mental Accounting and Consumer
Choice“, Marketing Science 4, no. 3, 1985, pp. 199-214,
pentru un articol fundamental, çi Richard Thaler, „Mental
Accounting Matters“, Journal of Behavioral Decision-Making
12, no. 3, 1999, pp. 183-206, pentru unele
perspective mai actuale.
78. Gary L. Gastineau çi Mark P. Kritzman, Dictionary of
Financial Risk Management, ediÆia a 3-a (New York:
John Wiley & Sons, 1999).
79. Exemplu adaptat dupå Daniel Kahneman çi Amos
Tversky, „Prospect Theory: An Analysis of Decision
Under Risk“, Econometrica 47, martie 1979, pp.
263-291.
80. Harper W. Boyd Jr. çi Sidney Levy, „New Dimensions in
Consumer Analysis“, Harvard Business Review 163,
noiembrie-decembrie, pp. 129-40.
81. Sandra Vandermerwe, Customer Capitalism: Increasing
Returns in New Market Spaces (London: Nicholas
Brealey Publishing), capitolul 11.
82. Patricia B. Seybold, „Get Inside the Lives of Your
Customers“, Harvard Business Review, mai 2001, pp.
81-89.