Notes

20. tjMoi'c txceipieJ from: Anliur Slinpim, 1jel\ It^deliiic Market RL'Mjarcii," JliifFFf/rf^-X-. lime 21.20«, p. 20.

21. Jiphn MeMiinus, "Sitiinbliiigj into in lelligencc." American fl-rwigwpltirs (April 2«M): 22-2j,

22. .Mm tHaiiii^y, ""Ttif pu^.MtisI Go On," ItitslnessfyQ, f^ebniary 2002, pp, -»-50.

Tim Arnhk'r. Murkviina ami tin- llnm/in l.inc: Itu■ \'rw Mi'lricsof Corixmile Wealth (London: FT Preiittefe flail. 2000).

24. i!i>l> Duliath, "Employ Marketing Mi'irk'^ividi a 1'UQcJc Hoeonl,n MftrlxtiRgNeu*, September 14(2003, p. 12.

25. Muslim I., Ailaivadl, Poniihi II Lchmami, and Scctl A. INcslin. HlHvet™e Viemium :is anQtucomcMusure tifilrand I:.t|iiiiy" l/mriifdofMtfrki fingfi? f( ¡einiier. ^fHin.); I - E7.

Ainltki. Marketing and the Hottbin Line? The Metric* ttf C.or)jOjijte>VfV(ii;Tim Amhler, AViiat Jlcies Miirkeling Look l ikf?" AM/lw*ij^ jVi<intigtinerft (Spring 2dtitl: 13-18. 27. I'rL*rl Vogi'lsteiti. "MightyAnitwon," /-iJrij«r(j. May2C,20C3. pp. 60-71,

2i\. JefTrvy Seluviifix. "Mcif l)iR.ila| lliisliiioamk Help r^rk-L' Deeisioos;" Btois, inly ii. pip. t.^ti.

29. Hobert S. KntAinand Davift li Npfion, TheBfAwttetlScorecnrct

I HfetOTl: Miip.'nvd ItLi^iness School Prvs-i, lilflS). :i0. RichardWhileley and Diarife I le^wm. OistoiuerCenteredGrywrli (lieatlinfr MA: Atklisriii-Ui'sk-y, I99ifc ¡pp. JJ7-90; rVlrinn I. StyW)>t/ky, Value Hfigrcttiom Ihut- m Think $ci<eml Moves Ahead of the Corfy/etltian (Busloti: litintnJ University Press, ItJiiftf. pip. pl-23$.

:il Miriim Debmyncind Katrini Bnbliand, "Marketing [u(eirk-s." tvr>rkiii(; [tijivr scrk's, ConferL-ntc SuOlmuTy. Millicling ¡icieiwe Instil HI ll, rtf-j"H>rl Ntj. 1)0-113. 2t)0p.

Altr^ti It. tJni-Hli'ldi. "1 t« iP^ M^riwi Shirc Mdubicmuil," lltiritirtl itliiriiH'.W Rei'leU' I iarnuiry-1 ellrtta ry liliiilj: ^ll-lsit. "llit-Ti' is a nnv-linH ikuivi* thai n siltecssi'h! dbiervalkm will Ihs hljfierof itM'if TTi t n,1 To re, ihcpDo&aliiliiy of tirtding six Knccts-sVvcJy b^her vlJius is Riven iiy 112u> die slmiti, nr IJK4. Micmaiivoly, cortipanics lived in focus-oil fucio^ ;ilKciiMjhii?' holder value. I lie pmi of mariecllng planning is m increase stiiirc-iKhklLTViilLLi1, u'liii li ii liiepn'si'iit Value oflhefimirc inciune vt mMin l'li Lt'ib by I in- cuitlp^li picscnt aeliujis. Itate-f'l-return analysis usually fbcnsfs ommly one year's iisiihi See Alfatl Happen. <-ri.'mwgSi)nirito!ikr VMae, rev, r'<1, (JtewYnrteThe irnte Ptvsi 1397).

35. Fiifaddtjionnl ri'iiiliii^iiu Tnaritial analysis, s« Pel« I.. MuDlns, Meii^niiiin f mxIiiiiiit tind 1'nxliit l l.irw I'wjiltibihiy < V\'i4lihRlOJl.

lui: liisiriiuititm Rcsmrcli and llOucailon Foundation,, 19B41. 3C. Hie MAC: < Irihiip, Distribution: 1 CatttlffrHilV 11 en/KUl ■( amliri(i^i>.

MA: MAC Group, lE)H.ri). p. 20. ,'ti". Hit!)in CODpornifaf itdJHTi.s. ^itpj.iri, "i-'friilr Prionik^from ■\i tivi[y-l5aSrd (jUslii:«." llurilml itiifiiiit'tt tfu'iinu (May-jLiiie

:tn. liiefc NeJi, "Piid. Chin ii ftetlueover Modeling,"Ail-irjiyirf/tjji-,

March 2004, p.; Hi. "ill. l.aiLfii Q, Hughes, "I i nrlumetfirs Jake ttiiol," Actirrl(sit)gAge. August 5, mi. p, S4.

40. "I tilting tlu.' Bulls-Eye: 'tiirgel Sel* Jirf. oit East ( jjast Expansion," Afcmnifet, Ociobcr 11. ihdei; Janet Mw(thikI Ann Merrill, "Tilled Mark«," \Hnncaiialit-St. Pant Star Trilnaic. July 27. 20tfl: Clarke CaullcttjL 'Anticipation Builds a* last-Grwiiig i'ji^pi Kntèni AnoilierSàtte" AP Ntuswirv, AuguitS, 2001 4], Foragcmi discussion and illustration. sec linger J. Best, Market-Itiiacy! Mamigi'maiit. 2nd ext. it tppcr.S;Lcldic River, Pjèritite

Hall. 30009, pp. 71-7S. ■12. "Will (lio Hiive-Nots Always Be with UsT™ Hir/mir. December 20. 1999, pp. 3H!t-2H!l.

43. l-»r further discussion. see Gary L Lilten. lliiltpi K<Hter. arid

K. Kriilluir Muurtliv. MtifkerirtgIW&leli |Upper Sudilli' River, MJ: Prentice Hall, 1382).

44. diupiJAvwuLnaicMDHi,

45, Brian Si em thai and Alice M. lybout, "Segmentation arid Targeting," ¡[i Ki'lloftt on Marketing, edited In1 Dawn [flcobuccl (Dictf York: John Wiley & Sons, 2001), pp. 3-30.

4ti. Norman Dollccyand Otuf EJeliucr, "An Experiments] Application of the Delphi Method to the Use of Experts." Management Sdtfice (April Iflfti); .Jna-1(i7. Ako ser Ho^crJ. lîesl, "An I'Apuri merit ill Delphi Estimation in Marketing DecLsiori Making." Journal of Marketing Resenrrh (November ti)74): 447-453; Foran ci£ellc.Lrit overview of market forecasting. see Scott Armstrong, Principles ofFarecasring. A Handbook for Researclters and Practitioners INorwell, MA: Wmvcr Academic Publishers, 201)1). and his tV'el) site: <lthp://fou[ps,wlii'l()it.upenp.i.tlti/ron>c^[l hDndl)<»k.hliml*>

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