Strategy to Performance (New York: The Free Press, 1987), ch. 6.
114
Цитируется по: Don Peppers and Martha Rogers, The One to One Future: Building Relationships One Customer at a Time (New York: Currency Doubleday, 1993), p. 108.
115
William A. Sherden, Market Ownership: The Art & Science of Becoming # 1 (New York: Amacom, 1994), p. 77.
116
Robert J. Bowman, «Good Things, Smaller Packages», World Trade 6, no. 9 (October 1993): pp. 106—110.
117
Rakesh Niraj, Mahendra Gupta and Chakravarthi Narasimhan, «Customer Profitability in a Supply Chain», Journal of Marketing (July 2001): 1–16.
118
См.: Thomas M. Petro, «Profitability: The Fifth P of Marketing», Bank Marketing, September 1990, pp. 48—52; Petro, «Who Are Your Best Customers?» Bank Marketing, October 1990, pp. 48—52.
119
Michael E. Porter, Competitive Strategy: Techniques for Analyzing Industries and Competitors (New York: Free Press, 1980).
120
Greg Farrel, «Marketers Put a Price on Your Life», USA Today, July 7, 1999, p. 3B.
121
Robert C. Blattberg and John Deighton, «Manage Marketing by the Customer Equity Test», Harvard Business Review (July to August 1996): 136—144.
122
Roland T. Rust, Valerie A. Zeithaml, and Katherine A. Lemon, Driving Customer Equity (New York: Free Press, 2000).
123
Robert C. Blattberg, Gary Getz and Jacquelyn S. Thomas, Customer Equity: Building and Managing Relationships as Valuable Assets (Boston: Harvard Business School Press, 2001); Robert C. Blattberg and Jacquelyn S. Thomas, «Valuing, Analyzing, and Managing the Marketing Function Using Customer Equity Principles», в: Kellog on Marketing, edited by Dawn Iacobucci (New York: John Wiley & Sons, 2002).
124
Nora A. Aufreiter, David Elzinga, and Jonathan W. Gordon, «Better Branding», The McKinsey Quarterly, no. 4 (2003): 29—39.
125
Lanning, Delivering Profitable Value.
126
Don Peppers and Martha Rogers, The One to One Future: Building Relationships One Customer at a Time; Don Peppers and Martha Rogers, Enterprise One to One: Tools for Competing in the Interactive Age (New York: Currency, 1997); Don Peppers and Martha Rogers, The One to One Manager: Real-World Lessons in Customer Relationship Management (New York: Double-day, 1999); Don Peppers, Martha Rogers, and Bob Dorf, The One to One Fieldbook: The Complete Toolkit for Implementing a One to One Marketing Program (New York: Bantam, 1999); Don Peppers and Martha Rogers, One to OneB2B: Customer Development Strategies for the Business-to-Business World (New York: Doubleday, 2001).
127
Дж. Гитомер. Удовлетворение покупателя – ничто, покупательская лояльность – все. – СПб.: Питер, 2004. – 256 с.: ил. – (Серия «Деловой бестселлер»).
128
Technical Assistance Research Programs (TARP), U.S. Office of Consumer Affairs Study on Complaint Handling in America, 1986.
129
Karl Albrecht and Ron Zemke, Service America! (Homewood, IL: Dow Jones-Irwin, 1985), pp. 6–7.
130
См.: Frederick F. Reichheld, The Loyalty Effect (Boston: Harvard Business School Press, 1996).
131
Frederick F. Reichheld, «Learning from Customer Defections».
132
Reichheld, «Learning from Customer Defections».
133
Leonard L. Berry and A. Parasuraman, Marketing Services: Competing Through Quality (New York: Free Press, 1991), pp. 136—142. См. также: Richard Cross and Janet Smith, Customer Bonding: Pathways to Lasting Customer Loyalty (Lincolnwood, IL: NTC Business Books, 1995).
134
См.: Grahame R. Dowling and Mark Uncles, «Do Customer Loyalty Programs Really Work?» Sloan Management Review 3 8, no. 4 (1997): 71—82.
135
Thomas Lee, «Retailers Look for a Hook», St. Louis Post-Dispatch, December 4, 2004, p. A1.
136
James H. Donnelly Jr., Leonard L. Berry, and Thomas W. Thompson, Marketing Financial Services – A Strategic Vision (Homewood, IL: Dow Jones–Irwin, 1985), p. 113.
137
Из неопубликованной статьи: Lester Wunderman, «The Most Elusive Word in Marketing», June, 2000. См. также: Lester Wunderman, Being Direct (New York: Random House, 1996).
138
Peter R. Peacock, «Data Mining in Marketing: Part 1», Marketing Management (Winter 1998): 9–18, и «Data Mining in Marketing: Part 2», Marketing Management (Spring 1998): 15—25; Ginger Conlon, «What the!@#!*?!! Is a Data Warehouse?» Sales & Marketing Management (April 1997): 41—48; Skip Press, «Fool’s Gold? As Companies Rush to Mine Data, They May Dig Up Real Gems – Or False Trends», Sales & Marketing Management (April 1997): 58, 60, 62; John Verity «A Trillion Byte Weapon», Business Week, July 31, 1995, pp. 80—81.
139
James Lattin, Doug Carroll, and Paul Green, Analyzing Multivariate Data (Florence, KY: Thomson Brooks/Cole, 2003); Simon Haykin, Neural Networks: A Comprehensive
