Kotler - Keller - Managementul Marketingului

734 Partea a VI-a > Furnizarea valorii <
Transaction-Cost Analysis Approach“, Journal of Marketing,
iulie 1993, pp. 19-38.
7. Jessica Materna, „Sweet Smell of Success“, San
Francisco Business Times, 17 octombrie 2003, p. 29.
8. Martin Wildberger, „Multi-Channel Business Basics for
Successful E-commerce“, Electronic Commerce News,
16 septembrie 2002, p. 1; Matthew Haeberle, „REI Overhauls
Its E-commerce“, Chain Store Age, ianuarie 2003,
p. 64.
9. Paul F. Nunes çi Frank V. Cespedes, „The Customer
Has Escaped“, Harvard Business Review, noiembrie
2003, pp. 96-105.
10. John Helyar, „The Only Company Wal-Mart Fears“, Fortune,
24 noiembrie 2003, pp. 158-166. Vezi çi Michael
Silverstein çi Neil Fiske, Trading Up: The New American
Luxury (New York: Portfolio, 2003).
11. Mike Troy, „From Supply Chain to Demand Chain, a
New View of the Marketplace“, DSN Retailing Today,13
octombrie 2003, pp. 8-9.
12. Coughlan, Anderson, Stern çi El-Ansary, Marketing
Channels, pp. 5-6.
13. Pentru informaÆii suplimentare despre canalele cu circulaÆie
inverså, vezi Marianne Jahre, „Household Waste
Collection as a Reverse Channel – A Theoretical
Perspective“, International Journal of Physical Distribution
and Logistics 25, no. 2 (1995): pp. 39-55;
Terrance L. Pohlen çi M. Theodore Farris II, „Reverse
Logistics in Plastics Recycling“, International Journal of
Physical Distribution and Logistics 22, no. 7 (1992): pp.
35-37.
14. Chris Gaither, „Giving PC’s the Boot“, Boston Globe, 22
aprilie 2003, p. F1.
15. Irving Rein, Philip Kotler çi Martin Stoller, High Visibility
(New York: Dodd, Mead, 1987).
16. Faith Keenan, „Big Yellow’s Digital Dilemma“,
BusinessWeek, 24 martie 2003, pp. 80-81.
17. Dupå Anne T. Coughlan çi Louis W. Stern, „Marketing
Channel Design and Management“, în Kellogg on Marketing,
coordonatå de Dawn Iacobucci (New York: John
Wiley, 2001), p. 249.
18. Louis P. Bucklin, Competition and Evolution in the Distributive
Trades (Upper Saddle River, NJ: Prentice Hall,
1972). Vezi çi Stern çi El-Ansary, Marketing Channels.
19. Louis P. Bucklin, A Theory of Distribution Channel
Structure (Berkeley: Institute of Business and Economic
Research, University of California, 1966).
20. Bridget Finn, „A Quart of Milk, a Dozen Eggs and a 2.6
GHz Laptop“, Business 2.0, octombrie 2003, p. 58.
21. Matthew de Paula, „Bank One Buffs Its Image, Care of
Avon“, USBanker, februarie 2004, p. 26.
22. „Trouser Suit“, The Economist, 24 noiembrie 2001, p.
56.
23. „Exclusives Becoming a Common Practice“, DSN
Retailing Today, 9 februarie 2004, pp. 38, 44.
24. www.disney. com; Edward Helmore, „Media: Why
House of Mouse Is Haunted by Failures“, The Observer,
11 februarie 2001, p. 10.
25. Pentru mai multe detalii despre marketingul relaÆional çi
despre administrarea canalelor de marketing, vezi Jan
B. Heide, „Interorganizational Governance in Marketing
Channels“, Journal of Marketing, ianuarie 1994, pp. 71-85.
26. Lawrence G. Friedman çi Timothy R. Furey, The
Channel Advantage: Going to Marketing with Multiple
Sales Channels (Woburn, MA: Butterworth-Heinemann,
1999). Cei doi autori propun evaluarea profitabilitåÆii
unui canal prin indicatorul raportului dintre cheltuieli çi
venituri, C/V. Indicatorul C/V se obÆine prin împårÆirea
costului mediu al tranzacÆiei la mårimea medie a comenzii.
Costul mediu al tranzacÆiei se calculeazå prin
împårÆirea cheltuielilor totale de exploatare a canalului la
numårul total de tranzacÆii. Cu cât indicatorul C/V este
mai scåzut, cu atât creçte profitabilitatea canalului.
fiindcå se cheltuiesc mai puÆini bani cu costul vânzårii,
pentru fiecare unitate monetarå de venit realizat.
27. Erin Killian, „Butter ’Em Up“, Forbes, 9 iunie 2003, pp.
175-176.
28. http://americas.kyocera.com/news/.
29. Anderson çi Coughlan, „Channel Management: Structure,
Governance, and Relationship Management“, pp.
223-247.
30. Aceste baze de putere au fost identificate de John R. P.
French çi Bertram Raven, „The Bases of Social Power“,
în Studies in Social Power, editor Dorwin Cartwright
(Ann Arbor, MI: University of Michigan Press, 1959), pp.
150-67.
31. Bert Rosenbloom, Marketing Channels: A Management
View, ediÆia a 5-a (Hinsdale, IL: Dryden, 1995).
32. Tobi Elkin, „Apple Gambles with Retail Plan“, Advertising
Age, 24 iunie 2001.
33. Pentru un excelent raport pe aceastå temå, vezi Howard
Sutton, Rethinking the Company’s Selling and Distribution
Channels, raport de cercetare no. 885, Conference
Board, 1986, p. 26.
34. Janny Scott, „More Banks Than a Roll of Dimes Stake
Their Claim“, New York Times, 7 februarie 2004, p. B1;
Robert Julavits, „Current Emphasis on Retail Banking
Called Temporary“, American Banker, 2 octombrie
2003, p. 2.
35. Russell Johnston çi Paul R. Lawrence, „Beyond Vertical
Integration – The Rise of the Value-Adding Partnership“,
Harvard Business Review, iulie-august 1988, pp.
94-101. Vezi çi Judy A. Siguaw, Penny M. Simpson çi
Thomas L. Baker, „Effects of Supplier Market Orientation
on Distributor Market Orientation and the Channel
Relationship: The Distribution Perspective“, Journal of
Marketing, iulie 1998, pp. 99-111; Narakesari Narayandas
çi Manohar U. Kalwani, „Long-Term Manufacturer –
Supplier Relationships: Do They Pay Off for Supplier
Firms?“, Journal of Marketing, ianuarie 1995, pp. 1-16;
Arnt Bovik çi George John, „When Does Vertical Coordination
Improve Industrial Purchasing Relationships“,
Journal of Marketing 64, octombrie 2000, pp. 52-64.
36. Rowland T. Moriarty çi Ursula Moran, „Marketing Hybrid
Marketing Systems“, Harvard Business Review,
noiembrie-decembrie 1990, pp. 146-55. Vezi çi Gordon
S. Swartz çi Rowland T. Moriarty, „Marketing Automation
Meets the Capital Budgeting Wall”, Marketing
Management 1, no. 3 (1992); Sridhar Balasubramanian,