Маркетинг менеджмент. Экспресс-курс - Кевин Келлер

140

Werner Reinartz and V. Kumar, «The Mismanagement of Customer Loyalty», Harvard Business Review (July 2002): 86—94; Susan M. Fournier, Susan Dobscha, and David Glen Mick, «Preventing the Premature Death of Relationship Marketing», Harvard Business Review (January–February 1998): 42—51.

141

Mary Cassidy, «Many Paths to Good, But Big Gains for All», Brandwee k, June 20, 2005, p. S53; Catherine P. Taylor, «Nike Billboard: A Sign of the Future», Adweek, May 30, 2005, p. 26; Justin Ewers and Tim Smart, «A Designer Swooshes In», U.S. News & World Report , January 26, 2004, p. 12; «Corporate Media Executive of the Year», Delaney Report , January 12, 2004, p.1; «10 Top Nontraditional Campaigns», Advertising Age , December 22, 2003, p. 24; Chris Zook and James Allen, «Growth Outside the Core», Harvard Business Review (December, 2003): 66+.

142

См.: Leon G. Schiffman and Leslie Lazar Kanuk, Customer Behavior , 7th ed. (Upper Saddle River, NJ: Prentice Hall, 2000).

143

Richard P. Coleman, «The Continuing Significance of Social Class to Marketing», Journal of Consumer Research (December 1983): 265—280; Richard P. Coleman and Lee P. Rainwater, Social Standing in America: New Dimension of Class (New York: Basic Books, 1978).

144

См.: Leon G. Schiffman and Leslie Lazar Kanuk, Customer Behavior, 7th ed. (Upper Saddle River, NJ: Prentice Hall, 2000).

145

Norihiko Shirouzu, «Japan’s High School Girls Excel in Art of Setting Trends», Wall Street Journal, April 27, 1998, pp. B1–B6.

146

Rosann L. Spiro, «Persuasion in Family Decision Making», Journal of Consumer Research (March 1983): 393—402; Lawrence H. Wortzel, «Marital Roles and Typologies as Predictors of Purchase Decision Making for Everyday Household Products: Suggestions for Research», in Advances in Consumer Research , vol. 7, ed. Jerry C. Olson (Chicago: American Marketing Association, 1989) pp. 212–15; David J. Burns, «Husband–Wife Innovative Consumer Decision Making: Exploring the Effect of Family Power», Psychology and Marketing , May–June 1992, pp. 175–89; Robert Boutilier, «Pulling the Family’s Strings», American Demographics, August 1993, pp. 44—48. Межкультурные различия покупательных ролей мужа и жены рассмотрены в: John B. Ford, Michael S. LaTour, and Tony L. Henthorne, «Perception of Marital Roles in Purchase-Decision Processes: A Cross-Cultural Study», Journal of the Akademy of Marketing Science (Spring 1995): 120—131.

147

George Moschis, «The Role of Family Communication in Consumer Socialization of Children and Adolescents», Journal of Consumer Research (March 1985): 898—913.

148

Michelle Conlin, «Unmarried America», Business Week , October 20, 2003, pp. 106—116.

149

Аноним, «Retailers Learn That Electronics Shopping Isn’t Just a Guy Thing», Wall Street Journal, January 15, 2004, p. D3.

150

Hillary Chura, «Failing to Connect: Marketing Messages for Women Fall Short», Advertising Age , September 23, 2002, pp. 13—14.

151

James U. McNeal, «Tapping the Three Kid’s Markets», American Demographics, April 1998, pp. 37—41.

152

Carol Angrisani, «Kids Rock!» Brand Marketing, February 2001, pp. 26—28.

153

Courtney Kane, «TV and Movie Characters Sell Children Snacks», New York Times , December 8, 2003, p. C7.

154

См.: Lawrence Lepisto, «A Life Span Perspective of Consumer Behavior», in Advances in Consumer Research , vol. 12, ed. Elizabeth Hirshman and Morris Holbrook (Provo, UT: Association for Consumer Research, 1985), p. 47. См. также: Gail Sheedy, New Passages: Mapping Your Life Across Time (New York: Random House 1995).

155

См.: Harold H. Kassarjian and Mary Jane Sheffet, «Personality and Consumer Behavior: An Update», in Perspectives in Consumer Behavior , eds. Harold H. Kassarjian and Thomas S. Robertson (Glenview, IL: Scott Foresman, 1981), pp. 160—180.

156

Jennifer Aaker, «Dimensions of Measuring Brand Personality», Journal of Marketing Research 34 (August 1997): 347—356.

157

Timothy R. Graeff, «Consumption Situations and the Effects of Brand Image on Consumer’s Brand Evaluations», Psychology & Marketing 14, no.1 (1997): 49—70; Timothy R. Graeff, «Image Congruence Effects on Product Evaluation: The Role of Self-Monitoring and Public/ Private Consumption», Psychology & Marketing 13, no. 5 (1996): 481—499.

158

Jennifer Aaker, «The Malleable Self: The Role of Self-Expression in Persuasion», Journal of Marketing Research 36, no. 2, (1999): 45—57.

159

См.: Thomas Reynolds and Jonathan Gutman: «Laddering Theory, Method, Analysis, and Interpretation», Journal of Advertising Research (February-March 1988): 11—34.

160

Abraham Maslow, Motivation and Personality (New York: Harper and Row, 1954), pp. 80–106.

161

См. Frederick Herzberg, Work and the Nature of Man (Cleveland: William Collins, 1966); Thierry and Koopman-Iwerna, «Motivation and Satisfaction», pp. 141—142.

162

Bernard Berelson and Gary A. Steiner, Human Behavior: An Inventory of Scientific Findings (New York: Harcourt Brace Jovanovich, 1964), p. 88.

163

J. Edward Russo, Margaret G. Meloy, and T. J. Wilks, «The Distortion of Product Information During Brand Choice», Journal of Marketing Research 35 (1998): 438—452.

164

John R. Anderson, The Architecture of Cognition (Cambridge, MA: Harvard University Press, 1983); Robert S. Wyer Jr. And Thomas K. Srull, «Person Memory and Judgement», Psychological Review 96, no. 1 (1989): 58—83.

165

Fergus I. M. Craik and Robert S. Lockhart, «Levels of Processing: A Framework for Memory Research», Journal of Verbal Learning and Verbal Behavior 11 (1972): 671—684; Fergus I. M. Craik and Endel Tulving, «Depth of Processing and the Retention of Words in Episodic Memory», Journal of Experimental Psychology 104, no. 3 (1975): 268—294; Robert S. Lockhart, Fergus I. M. Craikand Larry Jacoby, «Depth of Processing, Recognition and Recall», in Recall and Recognition , ed. John Brown (New York: John Wiley & Sons, 1976).

166

Benson Shapiro, V. Kasturi Rangan, and John Sviokla, «Staple Yourself to an Order», Harvard Business Review (July–August 1992): 113—122. См. также: Carrie M. Heilman, Douglas Bowman, and Gordon P. Wright, «The Evolution of Brand Preferences and Choice Behaviors of Consumers New to a Market», Journal of Marketing Research (May 2000): 139—155.

167

Ученые разработали несколько моделей процесса приобретения товара. См.: John A. Howard and Jagdish N. Sheth, The Theory of Buyer Behavior (New York: Wiley, 1969); James F. Engel, Roger D. Blackwell, and Paul W. Miniard, Consumer Behavior , 8th ed. (Fort Worth, TX: Dryden, 1994); Mary Frances Luce, James R. Bettman, and John W. Payne, Emotional Decisions: Tradeoff Difficulty and Coping in Consumer Choice (Chicago: University of Chicago Press, 2001).

168

См.: William P. Putsis, Jr. and Narasimhan Srinivasan, «Buying or Just Browsing? The Duration of Purchase Deliberation», Journal of Marketing Research (August 1994): 393—402.

169

См.: Chem L. Narayana and Rom J. Markin, «Consumer Behavior and Product Performance: An Alternative Conceptualization», Journal of Marketing , (October 1975): 1–6. См. также: Wayne S. DeSarbo and Kamel Jedidi, «The Spatial Representation of Heterogeneous Consideration Sets», Marketing Science 14, no. 3, pt. 2 (1995), 326—342; Lee G. Cooper and Akihiro Inoue, «Building Market Structures from Consumer Preferences», Journal of Marketing Research 33, no. 3 (August 1996): 293—306.

170

См.: Paul E. Green and Yoram Wind, Multiattribute Decisions in Marketing: A Measurement Approach (Hinsdale, IL: Dryden, 1973), ch. 2; Leigh McAlister, «Choosing Multiple Items from a Product Class», Journal of Consumer Research (December 1979): 213—224; Richard J. Lutz, «The Role of Attitude Theory in Marketing», in eds. Kassarjian and Robertson, Perspectives in Consumer Behavior , pp. 317—339.

171

Модель воспринимаемой ценности была предложена Мартином Фишбейном: Martin Fishbein, «Attitudes and Prediction of Behavior» in Readings in Attitude Theory and Measurement , ed. Martin Fishbein (New York: John Wiley, 1967), pp. 477–92. Критический обзор содержится в работе: Paul W. Miniard and Joel B. Cohen, «An Examination of the Fishbein-Ajzen Behavioral-Intentions Model’s Concepts and Measures», Journal of Experimental Social Psychology (May 1981): 309—339.

172

См.: Harper W. Boyd Jr. Michael L. Ray and Edward C. Strong, «An Attitudinal Framework for Advertising Strategy», Journal of Marketing (April 1972): 27—33.

173

См.: Jagdish N. Sheth, «An Investigation of Relationships Among Evaluative Beliefs, Affect, Behavioral Intention, and Behavior», in Consumer Behavior: Theory and Application , ed. John U. Farley, John A. Howard, and L. Winston Ring (Boston: Allyn & Bacon, 1974), pp. 89–114.

174

Martin Fishbein «Attitudes and Prediction of Behavior» in Reading in Attitude Theory and Measurement , ed. Martin Fishbein (New York: John Wiley, 1967), pp. 477–92.

175

См.: Raymond A. Bauer, «Consumer Behavior at Risk Taking», in Risk Taking and Information Handling in Consumer Behavior, ed. Donald F. Cox (Boston: Division of Research, Harvard Business School, 1967); James W. Taylor, «The Role of Risk in Consumer Behavior», Journal of Marketing (April 1974): 54—60.

176

См.: Priscilla A. La Barbera and David Mazursky, «A Longitudinal Assessment of Consumer Satisfaction/Dissatisfaction: The Dynamic Aspect of the Cognitive Process », Journal of Marketing Research (November 1983): 393—404.

177

См.: Barry L. Bayus, «Word of Mouth: The Indirect Effects of Marketing Efforts», Journal of Advertising Research (June–July 1985): 31—39.

178

См.: Albert O. Hirshman, Exit, Voice and Loyalty (Cambridge, MA: Harvard University Press, 1970).

179

См.: Mary C. Gilly and Richard W. Hansen, «Consumer Complaint Handling as a Strategic Marketing Tool», Journal of Consumer Marketing (Fall 1985): 5–16.

180

См.: James H. Donnelly Jr. and John M. Ivancevich, «Post-Purchase Reinforcement and Back-Out Behavior», Journal of Marketing Research (August 1970): 399—400.