Marketing 03/04

UNIT 1. Marketing in the 2000s and Beyond Part A. Changing Perspectives 1. Future Markets, Philip Kotler, Executive Excellence , February 2000 Philip Kotler suggests that successful marketers will target and appropriately serve certain specific niche markets in the future. 2. High Performance Marketing, Jagdish N. Sheth and Rajendra S. Sisodia, Marketing Management , September/October 2001 The authors discuss why marketers need to start thinking in new and creative ways about everything in their domain markets, customers, budgets, organizational structures, information, and incentives. 3. Marketing High Technology: Preparation, Targeting, Positioning, Execution, Chris Easingwood and Anthony Koustelos, Business Horizons , May/June 2000 The authors delineate a range of strategies that are available to high-tech marketing managers taking a shot at launching the latest technology. 4. The Internet as Integrator: Fast Brand Building in Slow-Growth Markets, David A. Aaker, strategy + business , Issue 28, Third Quarter 2002 David Aaker describes how the Internet has the power to revolutionize brand building, to create new forms of differentiation, to make brand-building programs more effective, and to help companies move toward the elusive goal of providing integrated, consistent, and synergistic brand building. Part B. The Marketing Concept 5. Marketing Myopia (With Retrospective Commentary), Theodore Levitt, Harvard Business Review , September/October 1975 According to Theodore Levitt, shortsightedness can make managers unable to recognize that there is no such thing as a growth industryas the histories of the railroad, movie, and oil industries show. To survive, he says, a company must learn to apply the marketing concept: to think of itself not as producing goods or services but as buying customers. 6. Why Customer Satisfaction Starts With HR, Patrick J. Kiger, Workforce , May 2002 This article reveals that there is convincing evidence that HR drives customer satisfaction and corporate revenuesby careful attention to who is hired, how they are trained, how they are coached, and how they are treated on the job. 7. Stairs of Loyalty, Tony Alessandra, Executive Excellence , November 2001 Tony Alessandra explains that the stairs of customer loyalty show how to shape a plan for developing customer relationships. 8. What Drives Customer Equity, Katherine N. Lemon, Roland T. Rust, and Valarie A. Zeithaml, Marketing Management , Spring 2001 This article discloses why customer equity is certain to be the most important determinant of the long-term value of a firm. Part C. Services and Social Marketing 9. A Primer on Quality Service: Quality Service Makes Happy Customers and Greater Profits, Gene Milbourn Jr. and G. Timothy Haight, Business Forum , Volume 23, Number 3 and 4, 1998 The growth of e-commerce is causing some brick-and-mortar businesses to improve the quality of their service. The authors present a quality service model and a questionnaire for measuring quality service. 10. Why Service Stinks, Diane Brady, Business Week , October 23, 2000 Diane Brady reveals how companies' customer service often focuses on the elite or hRichardson, John E. is the author of 'Marketing 03/04', published 2002 under ISBN 9780072838213 and ISBN 0072838213.