Kotler - Keller - Managementul Marketingului

838 Partea a VII-a > Comunicarea valorii <
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Works: What Do We Really Know“, Journal of Marketing
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51. How Advertising Works in Today’s Marketplace: The
Morrill Study (New York: McGraw-Hill, 1971), p. 4.
52. Levitt, Industrial Purchasing Behavior: A Study in
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53. Ernan Roman, Integrated Direct Marketing: The Cutting
Edge Strategy for Synchronizing Advertising, Direct
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NTC Business Books, 1995).
54. William T. Moran, „Insights from Pricing Research“, în
lucrarea coordonatå de E. B. Bailey, Pricing Practices
and Strategies (New York: The Conference Board,
1978), pp. 7-13.
55. Bob Tedeschi, „E-Commerce Report“, New York Times,
24 iunie 2002, p. C8.
56. Gerry Khermouch, „The Top 5 Rules of the Ad Game“,
BusinessWeek, 20 ianuarie 2003, pp. 72-73.
57. Dale Buss, „On Again, Off Again“, Brand Marketing,
februarie 2001, p. 51; Kenneth Hein, „Pepsi: This Time It’s
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58. Heather Green, „Online Ads Take Off Again“,
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61. Raymond R. Burke çi Thomas K. Srull, „Competitive
Interference and Consumer Memory for Advertising“,
Journal of Consumer Research 15, iunie 1988, pp.
55-68; Kevin Lane Keller, „Memory Factors in Advertising:
The Effect of Advertising Retrieval Cues on Brand
Evaluations“, Journal of Consumer Research 14,
decembrie 1987, pp. 316-333; Kevin Lane Keller,
„Memory and Evaluations in Competitive Advertising
Environments“, Journal of Consumer Research 17,
martie 1991, pp. 463-476; Robert J. Kent çi Chris T.
Allen, „Competitive Interference Effects in Consumer
Memory for Advertising: The Role of Brand Familiarity“,
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62. David Walker çi Michael J. von Gonten, „Explaining
Related Recall Outcomes: New Answers from a Better
Model“, Journal of Advertising Research 29, 1989, pp.
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63. Kevin Lane Keller, Susan Heckler çi Michael J. Houston,
„The Effects of Brand Name Suggestiveness on
Advertising Recall“, Journal of Marketing 62, ianuarie
1998, pp. 48-57.