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IS. Bruce I. Ncivmwi, ed., Uitnrtlnv>k of PoliticalMarketing(Thou^nd Gaks,CA: Ha^e Publications, L93d);.andBii|cel. Ncwirun, Tile Mass Marketing af Milks (Thousand ti¡ik?¡, CIA: Sage Publltwioili, I y 33),

John B, McKltieritjk, "Wlwi h Lin«.- Mariating Management Concept?" In l;ruiik M- liass ed. 77icFjwrtit'rt of Market fttg though! ctutl Aciion (tlbicn^n Aouerit.au Mnlkctiitii AssaciiiioH. 19571, pp. 71-82; Prod f. isorcli. "The Marketing Philosophy as a Way of Business íife™ J7n> Murkeling Cbneepf: lis Meaning tn Management [Marketing series. sui (New York: American ManagenDHtt Assoc L0tm, tt)Li7J, pp.3 5;Robert J. Kciitl> "Tltt Marketing Revolution," Journal of Markeliitgi January ltifitt):

17, Levity"Marketing Myopia," Hurt-unl thtsiiiess tteiww< July-AuguslJ, I960. p. So.

1ft, Ajay K, Kulili anil Bumaid j. Jawtmdd, "Marks;! Oí[rnWloti:Tllit Construct- Research Próptalílons, aiul Managerial Imp I i an ion-.," humalCfMafkettngf&pril iílíífl): I -IS: John C. ^arvcrtrtd Stanley E Slater, "Tlw Effect oía Market Orleúiaiion on ltn^sncj^s, Profitability" lotintal of Marketing (October tMuj: 20-:t5; Stanley R Slate rand John C Narver. "Market Orientation. Cromer Value. ¡iiilI Superior IVforirtsncc," Business Horizons, March-April IÍJEM, pf> 22-28: A. Pfelham and t>. Wilson. "A Longitudinal Study of the Impact of Market Structure. Pirm Strut in ft, Strategy and Market Oriental ion Culturo oft Dimensions of Business l\-f iornia ut>e," hunuil of fAt Academy of Marketing Science 24t no. 1 (1&9S): 27-1 J: Itohit Dcahpantle and luhii I J. l-aricy, "-VlujsLjrkijj; Market Orientation: Generalization and Synthesis," Journal if Market- Foe used Management2 (IMS): 213-232,

15, John g. Nirvei.Stankyfj Slater, and Umitas L Macl^ichlan, " itHat Market oripatallon, Business Perform MtCe, and Innovation." Working Paper Strict M:irkecingScience institute. Report Mo. uu-] iti, 2U0U. ppL i-H i Seo ¡tlsv, Ken Maisune and John T, Menuier. "The Effects of Strategy' Type oil (he Market Orientation^ Performance Jtelatiynsbip," Journal on Marketing (October ¿000): 1—16.

20. John li. Biandt, "l>arc to He Diflfeffcnt,* Chief Fxeciittfiv, May 2003, pp. 34-58.

it. Christian hnmbiitg, Jnhn V. Workman It., and i liiley KTohmcn, nM li jliL'i i [i j;h Influence tVidiiii the Firm " Jon rmtl of Market <»g (January 19991:1-tS,

22. Jochen Zcii/, This Shoe's One Cool Cat* ñrandnvek. October 20.2Ü03, pp. M50-M61; Kevin J. O'Brien. _ForusingeMi Armchair Athletes, Puma Bccomcs a Leader," NejffJ&rt: Tinta, March 12,2004.

23. Even GUminessca TotctlficlarionsiupMarla-ring_ltioston:

Rlitil'thitrtli-1 [cinemarm, iflja); Regis McKenna. Tletatifwihip Marketing [fliog, LSVJDl M:irLin

QirislophcT.Adrian Payne, and David Ballsniyne. Relationship

Marketing: Hringtng Qualify, Customer Service, awl Marketing lb£WijiT(Oifnrd. t;.k.: Duiterwonh-lleiiicniana i-ü").

2>t. James C. Anderson, llakan Hakansson, and Jan Johansoii. "Ify;idic Business lielali[iiislii|is wilftitl a Biiiiiiess Network Contestr" fourturf of Marketing ¿Oct ubcr lüFia): i -in, Uuia Ma/ur, 'Personal Touch is Now Cntciil to Growing frufil^," .VJffj-JhÉílihrj;. MoveillLivr 27, p, Jñ. 26. Kim tirnss. "Fill ti to the Urim." msinas2A M¡irchfi.2íW1. lip, 3&3A-

27- Neil ij. Horden. "tile Cantepi of die \[arketiii^,\[i?i," fmtrntiiof AihtTiishig tewrfi 4 (Jlulli: 2-7. E'tjr iinotfier fnjm^wiifk;, OtoijJcS. Dayi "I'lic {jijhiliilii ¡es ul' Market-Driven prganLíaiJíiiis," kurnalofiibirkmingea, no. ■! (October I9íMJl37-!V2, Líí. 1-^. }ttromL' NkCuriiiy, Bosk Marketing: A ageriaI Approach, I2lh ed, (Homeivood, U^ Irivin, JM6). 1\vo aliernative classifi-citíoiSü aft ivorih noting- Prey firiijiit-iid that all m&rkeiirfdieei-slon variables could lie categorl^d inin n™ facttirs: the olfcr-iüj: (product, padtaging, lirand. price, ami service) niid methods and tools (distribution channels, personal üiíLtin[¡, iidvL'rrisiii]=. suits [inmioiiuri, and publicity), Sca'AJbertW. Fjt'i-, Advertising, 5rtl ed. [New York: Ronald Press, I9&I). ij.30. Lazer and Kelly fókposed a liiree-t;!c|f>r tljiíüiíicjilinn: [lorxi1; and services Ittfc distriJiLiiíLiii mix, and cnmmu nica [ions mix, See William Lazier and Eugene J, Kelly, Mtlrjogerictl Marketing andV¡i'U'ltuliUs. [HomcwCQd, ll^ Irnvin, iflsaj, p. 113.

Ftiilmri riiiiierborn, "New Marketing lÜianiy:4P^ ("asse; lake: 0™r." Aehertistfig Age, Octohfi i, tFWO. p. 26. ;ttr Gregory Sol man, "'Trailers* and Emails Tbm Cory t«

Teens,- Adtveek^October Q, 20tl3, p. to. 31. William Cnuider, "Vicioryflt McDonald's." The Nation, AtlgtlSt 1H, 20D2.

J2. I famish Pringlc and MarjttiC ThcnTipson, Brtutd Ixntl: ilw Cause-Hi-liilet! Markrling Builds lirtittdi ([^v Vorfi Johil Wiley Ü SdJis. tiWitj; llicbard Earie, Tlfie^^OwwAfisrJtifringUitiQainwaad. It NTC, 2000). 33, E^rivaie conversation with caipuiuer.

I.-attvSvUtcn antiGtafCrty Csjlvin, .t!i¡"cf üíííwti^w K Dl'.'ju.i.ij

Customers Port inflo (Penguin), 2otH. 3r>, Gbnin S^enssoa, "fSeymid filolinl Madc^tíng and the Global izadbn ttf Marketing Activities." Mfiitiigemirnl Dat isiwi 10, rtü. fh Í20Í12): 574-583.

Jenaihan GlnU?eyr " Hie I'jívlUeWorld Of iheWnlkilljji," ilia Guardian October 11, IÜÍ1Í). 37. Joann Mailer, "l;or(1: UTiy It's Worse Than You iliink,"

BusinessWeek, rune?5, 2H10I: Pórd tww Animal iteixiri; Greg Kecnatr; "Sis Dt^ree-s of IVrtccliou," The (Hutu: unit Mail. December 20, 2000.

IN THIS CHAPTER, WE WILL ADDRESS THE FOLLOWING QUESTIONS:

1. How does marketing affect customer value?

2. H ow is st rategic p fan n in g ca r ried out at different levels of the organization?

What does a marketing plan include?

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