Kotler - Keller - Managementul Marketingului

400 Partea a III-a > Intrarea în conexiune cu clienÆii <
„They Know Where You Live: And How You Buy“,
BusinessWeek, 7 februarie 1994, p. 89.
29. www.claritas.com.
30. Michael J. Weiss, The Clustering of America (New York:
Harper & Row, 1988); Michael J. Weiss, Breaking Up Is
Hard to Do: The Clustered World (Boston: Little Brown &
Co., 2000).
31. Michael J. Weiss, „To Be About to Be“, American
Demographics, septembrie 2003, pp. 29-36.
32. Andrew Tilin, „Will the Kids Buy It?“, Business 2.0, mai
2003, pp. 94-99; Sholnn Freeman çi Norihiko Shirouzu,
„Toyota’s Gen Y Gamble – New Scion Line Sure Is Boxy
But It’s an Early Success As Youth Shun Dad’s Camry“,
Wall Street Journal, 30 iulie 2003, p. B1; Keith
Naughton, „Hip to Be Square“, Newsweek, 21 octombrie
2002, pp. 50-51.
33. Sarah Allison çi Carlos Tejada, „Mr., Mrs., Meet Mr.
Clean“, Wall Street Journal, 30 ianuarie 2003, pp. B1, B3.
34. Jim Rendon, „Rear Window“, Business 2.0, august
2003, p. 72.
35. Tim Lowry, „Young Man, Your Couch Is Calling“,
BusinessWeek, 28 iulie 2003, pp. 68-69.
36. Aixa Pascual, „Lowe’s Is Sprucing Up Its House“, BusinessWeek,
3 iunie 2002, pp. 56-57; Pamela Sebastian
Ridge, „Tool Sellers Tap Their Feminine Side“, Wall
Street Journal, 16 iunie 2002, p. B1.
37. Matt Ackermann, „Wachovia Unit Refocuses on a
Wealth ‘Sweet Spot’“, American Banker, 6 octombrie
2003, p. 20.
38. Gregory L. White çi Shirley Leung, „Middle Market
Shrinks as Americans Migrate toward the Higher End“,
Wall Street Journal, 29 martie 2002, pp. A1, A8.
39. Michael Silverstein çi Neil Fiske, Trading Up: The New
American Luxury (Portfolio, 2003).
40. Linda Tischler, „The Price Is Right“, Fast Company,
noiembrie 2003, pp. 83-91.
41. Geoffrey E. Meredith çi Charles D. Schewe, împreunå
cu Janis Karlovich, Defining Markets, Defining Moments
(New York, NY: Hungrey Minds, Inc., 2000).
42. Andrew E. Serwer, „42,496 Secrets Bared“, Fortune, 24
ianuarie 1994, pp. 13-14; Kenneth Labich, „Class in
America“, Fortune, 7 februarie 1994, pp. 114-26.
43. Leah Rickard, „Gerber Trots Out New Ads Backing
Toddler Food Line“, Advertising Age, 11 aprilie 1994, pp.
1, 48.
44. Harold Thorkilsen, „Manager’s Journal: Lessons of the
Great Cranberry Crisis“, Wall Street Journal, 21
decembrie 1987, p. 20.
45. Pam Danziger, „Getting More for V-Day“, Brandweek, 9
februarie 2004, p. 19.
46. Allana Sullivan, „Mobil Bets Drivers Pick Cappuccino
over Parties“, Wall Street Journal, 30 ianuarie 1995.
47. Aceastå clasificare a fost adaptatå dupå George H.
Brown, „Brand Loyalty – Fact or Fiction?“, Advertising
Age, iunie 1952 – ianuarie 1953. Vezi çi Peter E. Rossi,
R. McCulloch çi G. Allenby, „The Value of Purchase
History Data in Target Marketing”, Marketing Science
15, no. 4 (1996): pp. 321-40.
48. Chip Walker, „How Strong Is Your Brand?“, Marketing
Tools, ianuarie/februarie 1995, pp. 46-53.
49. www.conversionmodel.com.
50. Michele Marchetti, „Dell Computer“, Sales & Marketing
Management, octombrie 1997, pp. 50-53.
51. Roger Crockett, „Pillsbury’s New Software Will Let the
Food Giant Slice and Dice Reams of Data, Changing
Everything about How It Caters to Consumers“, BusinessWeek,
3 aprilie 2000, pp. EB-78.
52. Dennis H. Pillsbury, „Small Business Niches Differentiate
Penn National Insurance“, Rough Notes, octombrie
2003, pp. 60-64.
53. Thomas S. Robertson çi Howard Barich, „A Successful
Approach to Segmenting Industrial Markets“, Planning
Forum, noiembrie-decembrie 1992, pp. 5-11.
54. Neil Rackham çi John DeVincentis, Rethinking the Sales
Force: Redefining Selling to Create and Capture Customer
Value (New York: McGraw-Hill, 1999), capitolul 1.
55. Wendell R. Smith, „Product Differentiation and Market
Segmentation as Alternative Marketing Strategies“,
Journal of Marketing, iulie 1995, p. 4.
56. www.esteelauder.com.
57. Wendy Brandes, „Advertising: Black-Oriented Radio
Tunes into Narrower Segments“, Wall Street Journal, 13
februarie 1995, p. B5.
58. Marc Gunther, „Tree Huggers, Soy Lovers, and Profits“,
Fortune, 23 iunie 2003, pp. 98-104.
59. Catherine Arns, „PC Makers Head for ‘SoHo’“,
BusinessWeek, 28 septembrie 1992, pp. 125-26; Gerry
Khermouch, „The Marketers Take Over“, Brandweek,
27 septembrie 1993, pp. 29-35.
60. Pentru un studiu de structurå a pieÆei având ca temå
ierarhia atributelor pe piaÆa cafelei, vezi Dipak Jain, Frank
M. Bass çi Yu-Min Chen, „Estimation of Latent Class
Models with Heterogeneous Choice Probabilities: An
Application to Market Structuring”, Journal of Marketing
Research, februarie 1990, pp. 94-101. Pentru un
exemplu de aplicare a analizei de lanÆ cauzal asupra
pieÆelor globale, vezi Freakel Ter Hofstede, Jan-Benedict
E.M. Steenkamp çi Michel Wedel, „International Market
Segmentation Based on Consumer-Product Relations“,
Journal of Marketing Research, februarie 1999, p. 1-17.
61. Bart Macchiette çi Roy Abhijit, „Sensitive Groups and
Social Issues“, Journal of Consumer Marketing 11, no. 4
(1994): pp. 55-64.
62. Barry Meier, „Data on Tobacco Show a Strategy Aimed at
Blacks“, New York Times, 6 februarie 1998, p. A1; Gregory
Freeman, „Ads Aimed at Blacks and Children Should
Exact a High Price“, St. Louis Post-Dispatch, p.B1.
63. N. Craig Smith çi Elizabeth Cooper-Martin, „Ethics and
Target Marketing: The Role of Product Harm and Consumer
Vulnerability“, Journal of Marketing, iulie 1997,
pp. 1-20.
64. Roger O. Crockett, „They’re Lining Up for Flicks in the
‘Hood’“, BusinessWeek, 8 iunie 1997, p. 75-76.
65. Caroline E. Mayer, „Nurturing Brand Loyalty; with Preschool
Supplies, Firms Woo Future Customers – and
Current Parents“, Washington Post, 12 octombrie 2003,
p. F1.