“The Bagwan Marketing insights from every manager needs to know_8

otes 1. Lester Wunderman, Being Direct: Making Advertising Pay (New York: Random House, 1996). 2. Peter F. Drucker, Management: Tasks, Responsibilities, Practices (New York: Harper & Row, 1973), pp. 64–65. 3. See Rolf Jensen, The Dream Society: How the Coming Shift from Information to Imagination Will Transform Your Business (New York: McGraw-Hill, 1999). 4. See David Ogilvy, Confessions of an Advertising Man (New York: Atheneum, 1988). 5. Ibid. 6. See Stan Rapp and Thomas L. Collins, Beyond MaxiMarketing: The New Power of Caring and Daring (New York: McGraw-Hill, 1994). 7. Sergio Zyman, The End of Advertising As We Know It (New York: John Wiley & Sons, forthcoming—2003). 8. Regis McKenna, Total Access: Giving Customers What They Want in an Anytime, Anywhere World (Boston: Harvard Business School Press, 2002). 9. Heidi F. Schultz and Don E. Schultz, “Why the Sock Puppet Got Sacked,” Marketing Management (July–August 2001), pp. 35–39. 189 190 Notes 10. Richard D’Aveni with Robert Gunther, Hypercompetitive Rival-ries: Competing in Highly Dynamic Environments (New York: Free Press, 1995). 11. Thomas H. Davenport and John C. Beck, The Attention Econ-omy: Understanding the New Currency of Business (Boston: Har-vard Business School Press, 2001). 12. Thomas J. Peters and Robert H. Waterman Jr., In Search of Ex-cellence: Lessons from America’s Best-Run Companies (New York: Harper & Row, 1982). 13. James C. Collins and Jerry I. Porras, Built to Last: Successful Habits of Visionary Companies (New York: HarperBusiness, 1994). 14. Michael Treacy and Fred Wiersema, The Discipline of Market Leaders: Choose Your Customers, Narrow Your Focus, Dominate Your Market (Reading, Mass.: Addison-Wesley, 1995). 15. Arie De Geus, The Living Company (Boston: Harvard Business School Press, 1997). 16. Jim Collins, Good to Great: Why Some Companies Make the Leap . . . and Others Don’t (New York: HarperBusiness, 2001). 17. See Michael E. Porter, Competitive Strategy: Techniques for Ana-lyzing Industries and Competitors (New York: Free Press, 1980); and see his Competitive Advantage: Creating and Sustaining Su-perior Performance (New York: Free Press, 1985). 18. Theodore Levitt, The Marketing Mode: Pathways to Corporate Growth (New York: McGraw-Hill, 1969). 19. Anita Roddick, Body and Soul: Profits with Principles, the Amaz-ing Success Story of Anita Roddick and the Body Shop (New York: Crown, 1991). 20. Gregory S. Carpenter and Kent Nakamoto, “Consumer Prefer-ence Formation and Pioneering Advantage,” Journal of Market-ing Research (August 1989), pp. 285–298. 21. Jan Carlzon, Moments of Truth (Cambridge, Mass.: Ballinger Pub. Co., 1987). 22. Drucker, op. cit. Notes 191 23. Richard Forsyth, “Six Major Impediments to Change and How to Overcome Them in CRM,” CRM-Forum (June 11, 2001). 24. Frederick Newell, Why CRM Doesn’t Work: The Coming Empow-erment Revolution in Customer Relationship Management (New York: Bloomberg Press, forthcoming—2003). 25. See Frederick Reichheld, The Loyalty Effect: The Hidden Force Be-hind Growth, Profits, and Lasting Value (Boston: Harvard Busi-ness School Press, 1996). 26. Appeared in www.1-to-1marketing.com online. Also see Don Pep-pers and Martha Rogers, The One to One Future: Building Rela-tionships One Customer at a Time (New York: Currency/Doubleday, 1993). 27. Seth Godin, Permission Marketing: Turning Strangers into Friends, and Friends into Customers (New York: Simon & Schus-ter, 1999). 28. Theodore Levitt, “Marketing Success through Differentiation of Anything,” Harvard Business Review (January–February 1980), pp. 83–91. 29. Jack Trout with Steve Rivkin, Differentiate or Die: Survival in Our Era (New York: John Wiley & Sons, 2000). 30. Gregory S. Carpenter, Rashi Glazer, and Kent Nakamoto, “Meaningful Brands from Meaningless Differentiation: The De-pendence on Irrelevant Attributes,” Journal of Marketing Re-search (August 1994), pp. 339–350. 31. Hal Rosenbluth, The Customer Comes Second: and Other Secrets of Exceptional Service (New York: Morrow, 1992). 32. John P. Kotter and James L. Heskett, Corporate Culture and Per-formance (New York: Free Press, 1992). 33. B. Joseph Pine II and James H. Gilmore, The Experience Econ-omy: Work Is Theatre and Every Business a Stage (Boston: Harvard Business School Press, 1999). 34. Hermann Simon, Hidden Champions (Boston: Harvard Business School Press, 1996). 192 Notes 35. Adrian J. Slywotzky and Richard Wise, “The Growth Crisis—and How to Escape It,” Harvard Business Review (July 2002), pp. 73–83. 36. See Philip Kotler, Marketing Management, 11th edition (Upper Saddle River, N.J.: Prentice Hall, 2003), pp. 685ff. 37. See Jean-Philippe Deschamps and P. Ranganath Nayak, Product Juggernauts: How Companies Mobilize to Generate a Stream of Market Winners (Boston: Harvard Business School Press, 1995). 38. See Gary Hamel, Leading the Revolution (Boston: Harvard Busi- ness School Press, 2000). 39. See Akio Morita, Made in Japan: Akio Morita and Sony (New York: Dutton, 1986). 40. See James Champy, Good to Great: Why Some Companies Make the Leap—and Others Don’t (New York: HarperBusiness, 2001). 41. Howard R. Bowen, Social Responsibilities of the Businessman (New York: Harper & Row, 1953), p. 215. 42. Robert Lauterborn, “New Marketing Litany: 4P’s Passe; C-Words Take Over,” Advertising Age (October 1, 1990), p. 26. 43. Paco Underhill, Why We Buy: The Science of Shopping (New York: Simon & Schuster, 1999). 44. Ernest Dichter, Handbook of Consumer Motivations: The Psychol-ogy of the World of Objects (New York: McGraw-Hill, 1964). 45. See Kevin Lane Keller, Strategic Brand Management (Upper Sad-dle River, N.J.: Prentice Hall, 1998), pp. 317–318. 46. Rosabeth Moss Kanter, When Giants Learn to Dance (New York: Simon & Schuster, 1989). 47. Al Ries and Jack Trout, Positioning: The Battle for Your Mind (New York: Warner Books, 1982). 48. Michael Treacy and Fred Wiersema, The Discipline of Market Leaders (Reading, Mass.: Addison-Wesley, 1994). 49. Fred Crawford and Ryan Mathews, The Myth of Excellence: Why Great Companies Never Try to Be the Best at Everything (New York: Crown Business, 2001). Team-Fly® Notes 193 50. Carl Sewell and Paul B. Brown, Customers for Life: How to Turn That One-Time Buyer into a Lifetime Customer (New York: Dou-bleday, 1990). 51. Ram Charan and Noel M. Tichy, Every Business Is a Growth Busi-ness: How Your Company Can Prosper Year after Year (New York: Times Business/Random House, 1998). 52. Al and Laura Ries, The Fall of Advertising and the Rise of PR (New York: HarperBusiness, 2002). 53. See the 1998 PIMS study reported in CampaignLive, May 3, 1999, Haymarket Publishing, U.K.). 54. Quoted in “Trade Promotion: Much Ado about Nothing,” Promo (October 1991), p. 37. 55. See Hanish Pringle and Marjorie Thompson, Brand Soul: How Cause-Related Marketing Builds Brands (New York: John Wiley & Sons, 1999); Richard Earle, The Art of Cause Marketing (Lin-colnwood, Ill.: NTC, 2000). 56. See the discussion of sponsorship in Sergio Zyman, The End of Advertising As We Know It (New York: John Wiley & Sons, forthcoming—2003). 57. Michael E. Porter, “What Is Strategy?” Harvard Business Review (November–December 1996), pp. 61–78. 58. Sun Tzu, The Art of War (London: Oxford University Press, 1963). ... - tailieumienphi.vn