Kotler - Keller - Managementul Marketingului

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10. K. N. Rajendran çi Gerard J. Tellis, „Contextual and
Temporal Components of Reference Price“, Journal of
Marketing, ianuarie 1994, pp. 22-34; Gurumurthy Kalyanaram
çi Russell S. Winer, „Empirical Generalizations
from Reference Price Research“, Marketing Science 14,
no. 3, pp. G161-G169.
11. Robert Strauss, „Prices You Just Can’t Believe“, New
York Times, 17 ianuarie 2002, p. G1.
12. John T. Gourville, „Pennies-a-Day: The Effect of Temporal
Reframing on Transaction Evaluation“, Journal of
Consumer Research, martie 1998, pp. 395-408.
13. Kalyanaram çi Winer, „Empirical Generalizations from
Reference Price Research“, pp. 161-169.
14. Glenn E. Mayhew çi Russell S. Winer, „An Emprirical
Analysis of Internal and External Reference Price
Effects Using Scanner Data“, Journal of Consumer
Research, iunie 1992, pp. 62-70.
15. Gary M. Erickson çi Johny K. Johansson, „The Role of
Price in Multi-Attribute Product-Evaluations“, Journal of
Consumer Research, septembrie 1985, pp. 195-99.
16. Karen Robinson-Jacobs, „Exec No Advocate of Burger
Price Wars“, Los Angeles Times, 13 ianuarie 2003, p. C1.
17. Jonathan Welsh, „A New Status Symbol: Overpaying for
Your Minivan Despite Discounts, More Cars Sell Above
the Sticker Price“, Wall Street Journal, 23 iulie 2003, p.
D1.
18. David Howard, „Smoke ‘Em – If You Can Get ‘Em“,
Business 2.0, mai 2003, pp. 72-74; Melanie Wells, „Cult
Brands“, Forbes, 16 aprilie 2001.
19. Mark Stiving çi Russell S. Winer, „An Empirical Analysis
of Price Endings with Scanner Data“, Journal of
Consumer Research, iunie 1997, pp. 57-68.
20. Eric Anderson çi Duncan Simester, „Effects of $19 Price
Endings on Retail Sales: Evidence from Field Experiments“,
Quantitative Marketing and Economics 1, no.1,
2003, pp. 93-110.
21. Eric Anderson çi Duncan Simester, „Mind Your Pricing
Cues“, Harvard Business Review, septembrie 2003, pp.
96-103.
22. Robert M. Schindler çi Patrick N. Kirby, „Patterns of
Rightmost Digits Used in Advertised Prices: Implications
for Nine-Ending Effects“, Journal of Consumer Research,
septembrie 1997, pp. 192-201.
23. Anderson çi Simester, „Mind Your Pricing Cues“, pp.
96-103.
24. Robert C. Blattberg çi Kenneth Wisniewski, „Price-Induced
Patterns of Competition“, Marketing Science 8,
toamna 1989, pp. 291-309.
25. Elliott B. Ross, „Making Money with proactive Pricing“,
Harvard Business Review, noiembrie-decembrie 1984,
pp. 145-155.
26. Shantanu Dutta, Mark J. Zbaracki çi Mark Bergen, „Pricing
Process as a Capability: A Resource Based Perspective“,
Strategic Management Journal 24, no. 7,
2000, pp. 615-630.
27. Kara Swisher, „Electronics 2001: The Essential Guide“,
Wall Street Journal, 5 ianuarie 2001.
28. Michael Silverstein çi Neil Fiske, Trading Up: The New
American Luxury (New York: NY: Portfolio, 2003).
29. Christopher Lawton, „A Liquor Maverick Shakes Up
Industry with Pricey Brands“, Wall Street Journal,21mai
2003, pp. A1, A9.
30. Sidney Bennett çi J. B. Wilkinson, „Price-Quantity Relationships
and Price Elasticity Under In-Store Experimentation“,
Journal of Business Research, ianuarie
1974, pp. 30-34.
31. Walter Baker, Mike Marn çi Craig Zawada, „Price
Smarter on the Net“, Harvard Business Review,
februarie 2001, pp. 122-27.
32. John R. Nevin, „Laboratory Experiments for Estimating
Consumer Demand – A Validation Study“, Journal of
Marketing Research, august 1974, pp. 261-68;
Jonathan Weiner, „Forecasting Demand: Consumer
Electronics Marketer Uses a Conjoint Approach to
Configure Its New Product and Set the Right Price“,
Marketing Research: A Magazine of Management &
Applications, vara 1994, pp. 6-11.
33. Thomas T. Nagle çi Reed K. Holden, The Strategy and
Tactics of Pricing, ediÆia a 3-a (Upper Saddle River, NJ:
Prentice Hall, 2002).
34. Pentru un rezumat al studiilor de elasticitate, vezi Dominique
M. Hanssens, Leonard J. Parsons çi Randall L.
Schultz, Market Response Models: Econometric and
Time Series Analysis (Boston: Kluwer Academic
Publishers, 1990), pp. 187-91.
35. Gene Epstein, „Economic Beat: Stretching Things“,
Barron’s, 15 decembrie 1997, p. 65.
36. William W. Alberts, „The Experience Curve Doctrine
Reconsidered“, Journal of Marketing, iulie 1989, pp.
36-49.
37. Robin Cooper çi Robert S. Kaplan, „Profit Priorities from
Activity-Based Costing“, Harvard Business Review,
mai-iunie 1991, pp. 130-35. Pentru mai multe detalii
despre metoda ABC, vezi capitolul 24.
38. „Easier than ABC“, The Economist, 25 octombrie 2003,
p. 56.
39. Michael Sivy, „Japan’s Smart Secret Weapon“, Fortune,
12 august 1991, p. 75.
40. Tung-Zong Chang çi Albert R. Wildt, „Price, Product
Information, and Purchase Intention: An Empirical Study“,
Journal of the Academy of Marketing Science, iarna
1994, pp. 16-27. Vezi çi G. Dean Kortge çi Patrick A.
Okonkwo, „Perceived Value Approach to Pricing“, Industrial
Marketing Management, mai 1993, pp. 133-40.
41. James C. Anderson, Dipak C. Jain çi Pradeep K.
Chintagunta, „Customer Value Assessment in Business
Markets: A State-of-Practice Study“, Journal of
Business-to-Business Marketing 1, no. 1 (1993): pp.
3-29.
42. Bill Saporito, „Behind the Tumult at P&G”, Fortune, 7
martie 1994, pp. 74-82. Pentru o analizå empiricå a
efectelor, vezi Kusum L. Ailawadi, Donald R. Lehmann
çi Scott A. Neslin, „Market Response to a Major Policy
Change in the Marketing Mix: Learning from Procter &
Gamble’s Value Pricing Strategy“, Journal of Marketing
65, ianuarie 2001, pp. 44-61.
43. Stephen J. Hoch, Xavier Dreze çi Mary J. Purk, „EDLP,
Hi-Lo, and Margin Arithmetic“, Journal of Marketing,