... from Reference Price Research," Marketing Science 14 , no (19 95): G1 61- G169 11 Robert Strauss, "Prices You Just Can't Believe," New York Times, January 17 , 2002, p Gl 12 JohnT Gourville, "Pennies-a-Day: ... Academy of Marketing Science (Winter 19 94): 16 -27 See also, G Dean Kortge and Patrick A Okonkvvo, "Perceived Value Approach to Pricing," Industrial MarketingManagement (May 19 93): 13 3 -14 0 41 James ... Product and Brand ManagementTO, no (20 01) : 141 -15 7 38 "Easier than ABC," The Economist, October 25, 2003, p 56 39 Michael Sivy, "Japan's Smart Secret Weapon," Fortune, August 12 , 19 91, p 75 40 Tung-Zong...
... Organization Glossary A1 G1 Image Credits Name Index C1 11 Company, Brand, and Organization Index Subject Index 11 2 467 534 Chapter 20 Chapter 21 Chapter 22 Appendix 4 31 14 632 695 ( CONTENTS ... Online Research 11 3 MARKETING INSIGHT Global Online Market Research Challenges Step 4: Analyze the Information Step 5: Present the Findings Step 6: Make the Decision 11 4 11 4 11 4 11 5 Overcoming ... Use of Marketing Research Measuring Marketing Productivity Marketing Metrics 11 6 11 6 11 7 MARKETING INSIGHT Seeing the Big Picture and Getting t o the Bottom Line in Marketing 11 7 Measuring Marketing...
... R Peacock, "Data Mining in Marketing: Part 1, " MarketingManagement (Winter 19 98): 9 -18 , and "Data Mining in Marketing: Part 2," MarketingManagement (Spring 19 98): 15 -25; Ginger Conlon, "What ... of Consumer Satisfaction," Journal of Marketing, no (July 19 96): 15 -32 22 Alex Taylor III, "Mercedes Hits a Pothole," Fortune, October 27, 2003, pp 14 0 -14 6 11 Fred Crawford and Ryan Mathews, The ... Marketing (July 20 01) : 1- 16 36 Thomas M Petro, "Profitability: The Fifth 'P' of Marketing, " Bank Marketing (September 19 90): 48-52; "Who Are Your Best Customers?" Bank Marketing (October 19 90): 48-52...
... 24, 19 94, pp 13 -14 ; Kenneth Labich, "Class in America,"Fortune, February 7, 19 94, pp 11 4- 12 6 43 Leah Rickard, "Gerber Trots Out New Ads Backing Toddler Food Line," Advertising Age, April 11 , 19 94, ... March 12 , 2002, p 3B MARKETING MEMO CHEAT SHEET FOR 21- YEAR-OLDS In 2003, 4 .1 million Americans turned 21 Here are some facts you need to know about them $2,2 41 ,14 1 —Amount the average 21- year-old ... Fortune September 28 ,19 98, pp 11 5 -12 4; Jim Barlow, "Individualizing Mass Production," Houston Chronicle April 13 ,19 97, p E1; Sarah Schafer, "Have It Your Way," Inc., November 18 ,19 97, pp 56-64; Jim...
... for Creating Strong Brands," MarketingManagement 10 (July/ August 20 01) : 15 -19 20 Christine Bittar, "Old Spice Does New Tricks," Brandweek, June 2, 2003, pp 17 -18 21 Paul Keegan, "The Rise and ... 2004 Brand Value (B llions) CHAPTER 2 91 j TABLE 9.2 | The World's 10 Most Valuable Brands Coca-Cola $67.39 Microsoft $ 61. 37 IBM $53.79 G E $44 .11 Intel $33.50 Disney $27 .11 McDonald's $25.00 Nokia ... Journal of Business Research 34 (19 96): 12 5 -13 1; Mary W Sullivan, "How Brand Names Affect the Demand for Twin Automobiles," Journal of Marketing Research 35 (19 98): 15 4 -16 5; Adrian J Slywotzky and...
... Generalizations about Market Evolution and Stationarity," Marketing Science 1' no 3, pt (19 95): G109 -12 1 > CRAFTING THE BRAND POSITIONING PAPER CHAPTER 10 335 TOWELS Originally, homemakers used cotton ... November 12 , 20 01; Ben Elgin, "Inside Yahoo! The Untold Story of How Arrogance, Infighting, and Management Missteps Derailed One of the Hottest Companies on the Web," BusinessWeek, May 21, 20 01, p 11 4; ... Market Evolution," Journal of Marketings (Special Issue 19 99): 61- 63 « CHAPTER 10 339 61 For a discussion of the evolution of the minivan market between 19 82 and 19 98, see Jose Antonio Rosa, Joseph...
... (19 30) Gleem (19 52) Ivory (18 79) Pampers (19 61) Charmin (19 28) Dreft (19 33) PRODUCT LINE LENGTH Toothpaste Crest (19 55) Camay (19 26) Luvs (19 76) Puffs (19 60) Tide (19 46) Zest (19 52) Cheer (19 50) ... quality, services mix and quality, and price (see Figure 12 .1) In this chapter, we examine product; in Chapter 13 , services; and in Chapter14 , prices All three elements must be meshed into a competitively ... (September-October 19 97): 13 5 -14 3 ; Amna Kirmani, Sanjay Sood, and Sheri Bridges, "The Ownership Effect in Consumer Responses to Brand Line Stretches," Journal of Marketing^ (19 99): 88 -10 1; T Randall,...
... Marketing 36 (May 19 99): 17 1 -18 6; Kent Grayson and Tim Ambler, "The Dark Side of Long-Term Relationships in Marketing Services," Journal of Marketing Research 36 (February 19 99): 13 2 -14 1 same person ... (Chicago: American Marketing Association, 19 81) , pp 18 6 -19 0 19 W Earl Sasser, "Match Supply and Demand in Service Industries," Harvard Business Review (November-December 19 76): 13 3 -14 0 20 Carol Krol, ... December 14 , 19 98, p 40; 21 Seth Godin, "If It's Broke, Fix It," Fast Company, October 2003, p 13 1 22 Diane Brady, "Why Service Stinks," BusinessWeek, October 23, 2000, pp 11 9 -12 8...
... February 11 , 20 01, p 10 25 For more on relationship marketing and the governance of marketing channels, see Jan B Heide, "Interorganizational Governance in Marketing Channels," Journal of Marketing ... Prentice Hall, 19 71) , pp 5 31- 532 CHAPTER 15 5 01 51 Gary McWilliams and Ann Zimmerman, "Dell Plans to Peddle PCs Inside Sears, Other Large Chains," Wall Street Journal, January 30, 2003, pp B1.B3 52 ... Moriarty and Ursula Moran, "Marketing Hybrid Marketing Systems," Harvard Business Review (November-December 19 90): 14 6 -15 5 Also see Gordon S Swartz and Rowland T Moriarty, "Marketing Automation Meets...
... 41 Emanuel Rosen, The Anatomy of Buzz (New York: Currency, 2000), ch 12 ; "Viral Marketing, " Sales & Marketing Automation (November 19 99): 12 -14 ; George Silverman, The Secrets of Wordof-Mouth Marketing ... Business 2.0, April 2004, pp 11 1 -11 6 Some of these definitions are adapted from Peter D Bennett, ed., Dictionary of Marketing Terms (Chicago: American Marketing Association, 19 95) "Online Is in the ... (June 19 94): 5 -15 For some additional perspectives, see Tom Duncan and Sandra E Moriarity, "A CommunicationBased Marketing Model for Managing Relationships," Journal of Marketing (April 19 98): 1- 13...
... 22% Marketing Communication Expenditures TV (U.S., 20 01, Billions of Dollars) Radio 19 .4 8% Newspaper 49.4 21% Magazines 12 .3 5% Yellow Pages 13 .3 6% 3.4 1% 44.7 19 % Other 40.0 17 % Total 141 .7 ... Crain'sNew York Business, March 15 , 2004, p 30 51 Roger A Strang, "Sales Promotion: Fast Growth, Faulty Management, " Harvard Business Review (July-August 19 76): 11 6 -11 9 52 For a good summary of the ... Harvard Business Review (November-December 19 72): 11 1 -11 2 Also see {Catherine D Paine, "There Is a Method for Measuring PR," Marketing News, November 6, 19 87, p ...