Kotler - Keller - Managementul Marketingului

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The Dependence on Irrelevant Attributes“, Journal of
Marketing Research, august 1994, pp. 339-350.
13. Naomi Aoki, „An Alteration at Brooks Brothers Derailed
by Casual Era Retailer Returns to Its Roots“, Boston
Globe, 12 noiembrie 2003, p. E1.
14. Katrina Brooker, „The Chairman of the Board Looks
Back“, Fortune, 28 mai 2001.
15. Bridget Finn, „Selling Cool in a Bottle – of Dish Soap“,
Business 2.0, decembrie 2003, pp. 72-73.
16. Robert D. Buzzell çi Bradley T. Gale, The PIMS Principles:
Linking Strategy to Performance (New York: Free
Press, 1987).
17. „The 25 Best Sales Forces“, Sales & Marketing Management,
iulie 1998, pp. 32-50.
18. Pentru o listå similarå, vezi Leonard A. Berry çi A. Parasuraman,
Marketing Services: Competing Through
Quality (New York: The Free Press, 1991), p. 16.
19. Sarah Fisher Gale, „The Bookstore Battle“, Workforce
Management, ianuarie 2004, pp. 51-53.
20. William C. Symonds, „Working for Working Adults“,
BusinessWeek, 9 iunie 2003, p. 86.
21. Karen Axelrod çi Bruce Brumberg, Watch It Made in the
U.S.A. (Santa Fe: John Muir Publications, 1997).
22. Unii autori au adåugat çi alte etape. Wasson a sugerat o
etapå de turbulenÆå competitivå între creçtere çi maturitate.
Vezi Chester R. Wasson, Dynamic Competitive
Strategy and Product Life Cycles (Austin, TX: Austin
Press, 1978). Maturitatea descrie o etapå de încetinire a
creçterii vânzårilor çi de saturaÆie a pieÆei, o etapå de
plafonare a vânzårilor dupå un punct de maxim.
23. John E. Swan çi David R. Rink, „Fitting Market Strategy
to Varying Product Life Cycles“, Business Horizons,
ianuarie-februarie 1982, pp. 72-76; Gerald J. Tellis çi C.
Merle Crawford, „An Evolutionary Approach to Product
Growth Theory“, Journal of Marketing, toamna 1981, pp.
125-134.
24. William E. Cox Jr., „Product Life Cycles as Marketing Models“,
Journal of Business, octombrie 1967, pp. 375-384.
25. Jordan P. Yale, „The Strategy of Nylon’s Growth“, Modern
Textiles Magazine, februarie 1964, p. 32. Vezi çi
Theodore Levitt, „Exploit the Product Life Cycle“,
Harvard Business Review, noiembrie-decembrie 1965,
pp. 81-94.
26. Chester R. Wasson, „How Predictable Are Fashion and
Other Product Life Cycles?“, Journal of Marketing, iulie
1968, pp. 36-43.
27. Wasson, „How Predictable Are Fashion and Other
Product Life Cycles?“, pp. 36-43.
28. William H. Reynolds, „Cars and Clothing: Understanding
Fashion Trends“, Journal of Marketing, iulie 1968, pp.
44-49.
29. Patrick Butters, „What Biggest Selling Adult Games Still
Cranks Out Vexing Questions?“, Insight on the News,26
ianuarie 1998, p. 39.
30. Robert D. Buzzell, „Competitive Behavior and Product
Life Cycles“, în New Ideas for Successful Marketing,
coordonatå de John S. Wright çi Jack Goldstucker (Chicago:
American Marketing Association, 1956), p. 51.
31. Rajesh J. Chandy, Gerard J. Tellis, Deborah J. MacInnis
çi Pattana Thaivanich, „What to Say When: Advertising
Appeals in Evolving Markets“, Journal of Marketing
Research 38, noiembrie, pp. 399-414.
32. William T. Robinson çi Claes Fornell, „Sources of Market
Pioneer Advantages in Consumer Goods Industries“,
Journal of Marketing Research, august 1985, pp.
305-317; Glen L. Urban et al., „Market Share Rewards to
Pionieering Brands: An Empirical Analysis and Strategic
Implications“, Management Science, iunie 1986, pp.
645-659.
33. Gregory S. Carpenter çi Kent Nakamoto, „Consumer
Preference Formation and Pioneering Advantage“,
Journal of Marketing Research, august 1989, pp.
285-298.
34. William T. Robinson çi Sungwook Min, „Is the First to
Market the First to Fail? Empirical Evidence for Industrial
Goods Businesses“, Journal of Marketing Research 39,
februarie 2002, pp. 120-128.
35. Frank R. Kardes, Gurumurthy Kalyanaram, Murali
Chandrashekaran çi Ronald J. Dornoff, „Brand
Retrieval, Consideration Set Composition, Consumer
Choice, and the Pioneering Advantage“, Journal of
Consumer Research, iunie 1993, pp. 62-75. Vezi çi
Frank H. Alpert çi Michael A. Kamins, „Pioneer Brand
Advantage and Consumer Behavior: A Conceptual
Framework and Propositional Inventory“, Journal of the
Academy of Marketing Science, vara 1994, pp. 244-253.
36. Thomas S. Robertson çi Hubert Gatignon, „How Innovators
Thwart New Entrants into Their Market“, Planning
Review, septembrie-octombrie 1991, pp. 4-11, 48;
Douglas Bowman çi Hubert Gatignon, „Order of Entry as
a Moderator of the Effect of Marketing Mix on Market
Share“, Marketing Science 15, no. 3, 1996, pp. 222-242.
37. Venkatesh Shankar, Gregory S. Carpenter çi Lakshman
Krishnamurthi, „Late Mover Advantage: How Innovative
Late Entrants Outsell Pioneers“, Journal of Marketing
Research 35, februarie 1998, pp. 54-70.
38. Steven P. Schnaars, Managing Imitation Strategies
(New York: The Free Press, 1994). Vezi çi Jin K. Han,
Namwoon Kim çi Hony-Bom Kin, „Entry Barriers: A Dull-,
One-, or Two-Edged Sword for Incumbents? Unraveling
the Paradox from a Contingency Perspective“, Journal
of Marketing, ianuarie 2001, pp. 1-14.
39. Victor Kegan, „Second Sight: Second Movers Take All“,
The Guardian, 10 octombrie 2002.
40. Peter N. Golder çi Gerald J. Tellis, „Pioneer Advantage:
Marketing Logic or Marketing Legend?“, Journal of
Marketing Research, mai 1992, pp. 34-46; Shi Zhang çi
Arthur B. Markman, „Overcoming the Early Advantage:
The Role of Alignable and Nonalignable Differences“,
Journal of Marketing Research, noiembrie 1998, pp.
1-15.
41. Gerald J. Tellis çi Peter Golder, Will and Vision: How
Latecomers Can Grow to Dominate Markets (New York:
McGraw-Hill, 2001); Rajesh K. Chandy çi Gerald J.
Tellis, „The Incumbent’s Curse? Incumbency, Size, and
Radical Product Innovation“, Journal of Marketing
Research, iulie 2000, pp. 1-17.