Kotler - Keller - Managementul Marketingului

890 Partea a VII-a > Comunicarea valorii <
(august 1974): 36-37. Vezi, de asemenea, Carl F. Mela,
Sunil Gupta çi Donald R. Lehmann, „The Long-Term
Impact of Promotion and Advertising on Consumer
Brand Choice“, Journal of Marketing Research (mai
1997): 248-261; Purushottam Papatla çi Lakshman
Krishnamurti, „Measuring the Dynamic Effects of
Promotions on Brand Choice“, Journal of Marketing
Research (februarie 1996): 20-35; Kamel Jedidi, Carl F.
Mela çi Sunil Gupta, „Managing Advertising and
Promotion for Long-Run Profitability“, Marketing
Science 18, nr. 1 (1999): 1-22.
55. Magid M. Abraham çi Leonard M. Lodish, „Getting the
Most Out of Advertising and Promotion“, Harvard
Business Review (mai-iunie 1990): 50-60. Vezi, de asemenea,
Shuba Srinivasan, Koen Pauwels, Dominique
Hanssens çi Marnik Dekimpe, „Do Promotions Benefit
Manufacturers, Retailers, or Both?“, Management
Science, 2004, în curs de apariÆie.
56. F. Kent Mitchel, „Advertising/Promotion Budgets: How
Did We Get Here, and What Do We Do Now?“, Journal
of Consumer Marketing (toamna 1985): 405-447.
57. Pentru un model de stabilire a obiectivelor promovårilor,
vezi David B. Jones, „Setting Promotional Goals: A
Communications Relationship Model“, Journal of Consumer
Marketing 11, nr. 1 (1994): 38-49.
58. Sonia Reyes, „Krafting the Total Promo Package“,
Brandweek, 15 iulie 2002, pag. 24-27.
59. Vezi John C. Totten çi Martin P. Block, Analysing Sales
Promotion: Text and Cases, ed. a 2-a (Chicago:
Dartnell, 1994), pag. 69-70.
60. Roger O. Crockett, „Penny-Pinchers’ Paradise: E-coupons
are Catching on Fast – and Companies are Learning How
to Use Them“, BusinessWeek E.Biz, 22 ianuarie 2001,
pag. EB12; Bob Tedesch, „Consumers Downloading
Coupons“, New York Times, 17 martie 2003.
61. Paul W. Farris çi Kusum L. Ailawadi, „Retail Power:
Monster or Mouse?“, Journal of Retailing (iarna 1992):
351-369.
62. „Retailers Buy Far in Advance to Exploit Trade Promotions“,
Wall Street Journal, 9 octombrie 1986, pag. 35;
Rajiv Lal, J. Little çi J. M. Vilas-Boas, „A Theory of
Forward Buying, Merchandising, and Trade Deals“,
Marketing Science 15, nr. 1 (1996): 21-37.
63. Kenneth Hein, „Samsung Decodes the Matrix Mania“,
Brandweek, 22 martie 2004, pag. R3.
64. Arthur Stern, „Measuring the Effectiveness of Package
Goods Promotion Strategies“, lucrare prezentatå pentru
Association of National Advertisers, Glen Cove, New
York, februarie 1978.
65. Kurt H. Schaffir çi H. George Trenten, Marketing Information
Systems (New York: Amacom, 1973), pag. 81.
66. Joe A. Dodson, Alice M. Tybout çi Brian Sternthal, „Impact
of Deals and Deal Retraction on Brand Switching“,
Journal of Marketing Research (februarie 1978): 72-81.
67. CårÆile despre promovarea vânzårilor includ cele scrise
de Totten çi Block, Analyzing Sales Promotion: Text and
Cases; Don E. Schultz, William A. Robinson çi Lisa A.
Petrison, Sales Promotion Essentials, ed. a 2-a
(Lincolnwood, IL: NTC Business Books, 1994); John
Wilmshurst, Below-the-Line Promotion (Oxford, England:
Butterworth/Heinemann, 1993); Blattberg çi Neslin,
Sales Promotion: Concepts, Methods, and Strategies.
Pentru o abordare calificatå a sistemelor de promovare
a vânzårilor, vezi John W. Keon çi Judy Bayer, „An
Expert Approach to Sales Promotion Management“,
Journal of Advertising Research (iunie-iulie 1986): 19-26.
68. Philip Kotler, „Atmospherics as a Marketing Tool“,
Journal of Retailing (iarna 1973-1974): 48-64.
69. Dean Foust, „Coke: Wooing the TiVo Generation“,
BusinessWeek, 1 martie 2004, pag. 77-78.
70. Kathleen Kerwin, „When the Factory Is a Theme Park“,
BusinessWeek, 3 mai 2004, pag. 94; Vanessa
O’Connell, „You-Are-There’ Advertising“, Wall Street
Journal, 5 august 2002, pag. B1 çi B3.
71. Kenneth Hein, „The Age of Reason“, Brandweek, 27
octombrie 2003, pag. 24-28.
72. Matt Kinsman, „Happy One Hundred“, Promo, 1 august
2003.
73. Monte Burke, „X-treme Economics“, Forbes, 2 februarie
2004, pag. 42-44.
74. Association of National Advertisers are o surså utilå:
Event Marketing: A Management Guide, care este
disponibilå la http://www.ana.net/bookstore.
75. Ian Mount, „Exploding the Myths of Stadium Naming“,
Business 2.0, aprilie 2004, pag. 82.
76. Kelley Gates, „Wild in the Streets“, Brand Marketing
(februarie 2001): 54.
77. Dwight W. Catherwood çi Richard L. Van Kirk, The
Complete Guide to Special Event Management (New
York: John Wiley, 1992).
78. William L. Shankin çi John Kuzma, „Buying That Sporting
Image“, Marketing Management (primåvara 1992): 65.
79. Pentru o excelentå analizå, vezi Thomas L. Harris, The
Marketer’s Guide to Public Relations (New York: John
Wiley, 1991). Vezi, de asemenea, Harris, Value-Added
Public Relations (Chicago: NTC Business Books, 1998).
80. Tom Duncan, A Study of How Manufacturers and
Service Companies Perceive and Use Marketing Public
Relations (Muncie, IN: Ball State University, 1985).
Pentru mai multe informaÆii despre analiza în paralel a
eficienÆei publicitåÆii çi a eficienÆei RP; vezi Kenneth R.
Lord çi Sanjay Putrevu, „Advertising and Publicity: An
Information Processing Perspective“, Journal of
Economic Psychology (martie 1993): 57-84.
81. Lisa Sanders, „Meow Mix TV Pulls off PR Coup“,
Advertising Age, 23 iunie 2003, pag. 18.
82. <www.coneinc.com>.
83. Pentru mai multe informaÆii despre marketingul legat de
cauzele sociale, vezi P. Rajan Varadarajan çi Anil
Menon, „Cause-Related Marketing: A Co-Alignment of
Marketing Strategy and Corporate Philanthropy“,
Journal of Marketing (iulie 1988): 58-74.
84. PRWEEK Awards, 2004.
85. Arthur M. Merims, „Marketing’s Stepchild: Product Publicity“,
Harvard Business Review (noiembrie-decembrie
1972): 111-112. Vezi, de asemenea, Katherine
D. Paine, „There Is a Method for Measuring PR“,
Marketing News, 6 noiembrie 1987, pag. 5.