7 Rules of Marketing that Get Results

Home > Other > 7 Rules of Marketing that Get Results > Page 24
7 Rules of Marketing that Get Results Page 24

by Temel Aksoy


  Carmichael, Sarah Green, Clayton Christensen, and Amy Bernstein. “The ‘Jobs to be Done’ Theory of Innovation.” Interview with Clayton Christensen. Harvard Business Review website, December 8, 2016.

  Carroll, Dean. “Bob Hoffman on the Industry’s ‘Slow Motion Death Spiral’ and Online Advertising ‘McCarthyism.’” Mumbrella Asia website, April 27, 2017.

  Chamberlin, Edward H. The Theory of Monopolistic Competition: A Re-orientation of the Theory of Value. Cambridge, MA: Harvard University Press, 1962.

  Chaudhuri, Arjun. Emotion and Reason in Consumer Behavior. New York: Butterworth Heinemann Books, 2007.

  Christensen, Clayton M., Taddy Hall, Karen Dillon, and David S. Duncan. Competing Against Luck: The Story of Innovation and Customer Choice. New York: Harper Collins, 2016.

  Christensen, Clayton M., Taddy Hall, Karen Dillon, and David S. Duncan. “Know Your Customers’ ‘Jobs to Be Done.’

  Christensen, Clayton M., and Michael E. Raynor. The Innovator’s Solution: Creating and Sustaining Successful Growth. Cambridge, MA: Harvard Business School Press, 2013.

  Clark, Donald. “Maslow (1908–1970) Hierarchy of Needs. 5 or 7 levels? Useful or Useless?” Donald Clark Plan B (blog), April 27, 2012..

  Cohen, William. Drucker on Marketing: Lessons from the World’s Most Influential Business Thinker. New York: McGraw-Hill, 2012.

  Cross-Platform Future in Focus.” White paper, March 22, 2017.

  Dall’Olmo Riley, Francesca, Jaywant Singh, and Charles Blankson. The Routledge Companion to Contemporary Brand Management. New York: Routledge, 2016.

  Damasio, Antonio R. Descartes’ Error: Emotion, Reason and the Human Brain. New York: Penguin Books, 2005.

  Damasio, Antonio. Looking for Spinoza: Joy, Sorrow, and the Feeling Brain. New York: Harvest, 2003.

  Dawes, John G., and John Scriven. “What Price Promotions Really Do.” In How Brands Grow, edited by Byron Sharp, chapter 10. Oxford: Oxford University Press, 2010..

  Dawes, John G. “Brand Loyalty in the U.K. Sportswear Market.” International Journal of Market Research 51 (4), 2009.

  Descartes, Rene. Discourse on the Method. Indianapolis: Hackett Publishing, 1999.

  Disraeli, Benjamin. Disraeli, Benjamin. The Benjamin Disraeli Collection. Karpathos Collections, 2015.

  Dixon, Matthew, Karen Freeman, and Nicholas Toman. “Stop Trying to Delight Your Customers.” Harvard Business Review website, July-August 2010.

  Dowling, Grahame R., and Mark Uncles. “Do Customer Loyalty Programs Really Work?” MIT Sloan Management Review 38 (4), Summer 1997.

  Du Plessis, Erik. The Advertised Mind: Ground-Breaking Insights into How Our Brains Respond to Advertising. London: Millward Brown and Kogan Page Ltd., 2005.

  East, Robert, Jenni Romaniuk, and Wendy Lomax. “The NPS and the ACSI: A Critique and an Alternative Metric.” International Journal of Market Research 53 (3), 2011: 327–346.

  Eastham, Paul. “Why Social Media Marketing Was Oversold.” LinkedIn Pulse, June 1, 2015.

  The Economist website. “Herbert Simon.” Published March 20, 2009.

  Ehrenberg, Andrew S. C. “Repetitive Advertising and the Consumer.” Journal of Advertising Research 40 (6), November/December 2000: 39–48.

  Ehrenberg, Andrew S. C. “Andrew Ehrenberg on Double Jeopardy.” The Ehrenberg-Bass Institute YouTube channel.

  Ehrenberg, Andrew S. C. “Towards an Integrated Theory of Consumer Behaviour.” Journal of the Market Research Society 11 (4), October 1969.

  Ehrenberg, Andrew S. C. “What Brand Loyalty Can Tell Us.” Admap 454, October 1, 2004.

  Ehrenberg, Andrew S. C. and Gerald Goodhardt. “Double Jeopardy Revisited.” Report 26 for corporate sponsors, Ehrenberg-Bass Institute for Marketing Science, January 2002.

  Ehrenberg, Andrew S. C. Repeat-Buying: Facts, Theory and Applications. London: Charles Griffin & Company Ltd., 1988.

  Ehrenberg, Andrew S. C., Mark D. Uncles, and Gerald J. Goodhardt. “Understanding Brand Performance Measures: Using Dirichlet Benchmarks.” Journal of Business Research 57 (12), December 2004: 1307–1325.

  Ekman, Paul. Emotions Revealed: Recognizing Faces and Feelings to Improve Communication and Emotional Life. New York: Holt Paperbacks, 2007.

  Epley, Nicholas, and Thomas Gilovich. “The Anchoring-and-Adjustment Heuristic: Why the Adjustments Are Insufficient.” Psychological Science 17 (4), 2006: 311–318.

  Ert, Eyal, and Ido Erev. “On the Descriptive Value of Loss Aversion in Decisions under Risk.” Harvard Business School Working Papers 10-056, January 5, 2010.

  Fishburne, Tom. “Building the Right Marketing Mindset for the Modern Digital World.” Keynote presentation to The Financial Brand Forum (video). Published January 3, 2017.

  Fog, Klaus, Christian Budtz, Philip Munch, and Stephen Blanchette. Storytelling: Branding in Practice. Berlin: Springer, 2010.

  Fogg, B. J. “A Behavior Model for Persuasive Design” (article No. 40). Paper presented at Persuasive ’09, Proceedings of the 4th International Conference on Persuasive Technology, Claremont, CA, April 26–29, 2009.

  Fogg, B. J. Persuasive Technology: Using Computers to Change What We Think and Do. London: Morgan Kaufmann, 2002.

  FutureCast. “The Millennial Mindset®.” White paper, April 2016.

  Gaillard, Elise, Jenni Romaniuk, and Anne Sharp. “Exploring Consumer Perceptions of Visual Distinctiveness.” Paper presented at ANZMAC Conference, 2005.

  Gardner, Howard. Five Minds for the Future. Cambridge, MA: Harvard Business School Press, 2007.

  Gebert, Kat. “The Secret to Brand Growth? Mental and Physical Availability.” Percolate (blog). Published October 13, 2015.

  Gilmore, James H., and B. Joseph Pine II. “The Four Faces of Mass Customization.” Harvard Business Review website, January-February 1977.

  Gilmore, James H., and B. Joseph Pine II. Authenticity: What Consumers Really Want. Cambridge, MA: Harvard Business Review Press, 2007.

  Gobé, Marc. Emotional Branding: The New Paradigm for Connecting Brands to People. New York: Allworth Press, 2001.

  Goodhardt, G. J., A. S. C. Ehrenberg and C. Chatfield. “The Dirichlet: A Comprehensive Model of Buying Behaviour.” Journal of the Royal Statistical Society 147 (5), 1984: 621–655.

  Gottschall, Jonathan. The Storytelling Animal: How Stories Make Us Human. New York: Mariner Books, 2013.

  Grace, Dr. Victoria M. “Baudrillard and the Meaning of Meaning.” International Journal Of Baudrillard Studies (1) 1, January 2004.

  Handley, Ann. Everybody Writes: Your Go-To Guide to Creating Ridiculously Good Content. Hoboken, NJ: Wiley, 2014.

  Harker, David. Creating Scientific Controversies: Uncertainty and Bias in Science and Society. Cambridge, UK: Cambridge University Press, 2015.

  Harari, Yuval Noah. Sapiens: A Brief History of Humankind. New York: Harper, 2015.

  Heider, Fritz. The Psychology of Interpersonal Relations Martino Fine Books, 2015

  Heider, F. “Social Perception and Phenomenal Causality.”Psychological Review 51 (6), 1944.

  Hoffman, Bob. “Bob Hoffman: Reality of Online Advertising.” Talk presented to Advertising Week Europe event (video). Published April 8, 2016.Hollis, Nigel. “It Is Not a Choice, Brands Should Seek Differentiation and Distinctiveness.” Insight paper, Millward Brown: Point of View.

  Hollis, Nigel. “Why Good Advertising Works (Even When You Think It Doesn’t).” The Atlantic website, August 31, 2011.

  Hsee, Christopher K., and Jiao Zhang. “Distinction Bias: Misprediction and Mischoice Due to Joint Evaluation.” Journal of Personality and Social Psychology 86 (5), 2004: 680–695.

  Hughes, Colonel Christopher P. War on Two Fronts: An Infantry Commander’s War in Iraq and the Pentagon. Casemate, 2007.

  Jaworski, Bernard J., and Ajay K. Kohli. “Market Orientation: Antecedents and Consequences.” Bear
.Warrington.ufl.edu Pdf. Document

  JBDON website. “Porter’s Sustainable Competitive Advantage Model.”

  John, Leslie K., Daniel Mochon, Oliver Emrich, and Janet Schwartz. “What’s the Value of a Like?” Harvard Business Review website, March-April 2017.

  Jones, John P. “Advertising: Strong Force or Weak Force? A Dilemma for Higher Education” (Article 6). Syracuse Scholar 10 (1), 1990: 45–56.

  Jones, John P. “Double Jeopardy of Sales Promotions.” Harvard Business Review website, September 1, 1990

  Ju, Ilyoung. Brand Distinctiveness vs. Brand Differentiation: A Consumer Perspective (Master’s thesis). University of Florida, 2013.

  Kahneman, Daniel, Paul Slovic, and Amos Tversky, eds. Judgment Under Uncertainty: Heuristics and Biases. Cambridge, UK: Cambridge University Press, 1982.

  Kahneman, Daniel, and Amos Tversky. “Prospect Theory: An Analysis of Decision under Risk.” Econometrica 47 (2), March 1979: 263–292.

  Kahneman, Daniel, Jack L. Knetsch, and Richard H. Thaler. “Anomalies: The Endowment Effect, Loss Aversion, and Status Quo Bias.” The Journal of Economic Perspectives 5 (1), Winter 1991: 193–206.

  Kahneman, Daniel. Thinking, Fast and Slow. New York: Farrar, Straus and Giroux, 2011.

  Kawasaki, Guy, and Peg Fitzpatrick. The Art of Social Media: Power Tips for Power Users. New York: Portfolio, 2014.

  Keiningham, Timothy L., Bruce Cooil, Tor Wallin Andreassen, and Lerzan Aksoy. “A Longitudinal Examination of Net Promoter and Firm Revenue Growth.” Journal of Marketing 71 (3), July 2007: 39–51

  Keiningham, Timothy L., Bruce Cooil, Lerzan Aksoy, Tor W. Andreassen, and Jay Weiner. “The Value of Different Customer Satisfaction and Loyalty Metrics in Predicting Customer Retention, Recommendation, and Share-of-Wallet.” Managing Service Quality Journal of Service Theory and Practice 17(4):361-384 · July 2007

  Kennedy, Rachel, and Andrew S. C. Ehrenberg. “There Is No Brand Segmentation.” White paper, Ehrenberg-Bass Institute for Marketing Science website, 2001.

  Koch, Richard. The 80/20 Principle: The Secret to Achieving More with Less, 3rd ed. New York: Crown Business, 2011.

  Kotler, Philip, Hermawan Kartajaya, and Iwan Setiawan. Marketing 3.0: From Products to Customers to the Human Spirit. Hoboken, NJ: John Wiley & Sons, 2010.

  Kotler, Philip. “From Mass Marketing to Mass Customization.” Planning Review 17 (5), 1989: 10–47.

  Kotler, Philip. Kotler on Marketing: How to Create, Win, and Dominate Markets. New York: Free Press, 2014.

  Kotler, Philip. Marketing Insights from A to Z: 80 Concepts Every Manager Needs to Know. Hoboken, NJ: John Wiley & Sons, 2003.

  Kotler, Philip. Ten Deadly Marketing Sins: Signs and Solutions. Hoboken, NJ: John Wiley & Sons, 2004.

  Krishna, Aradhna. Customer Sense: How the 5 Senses Influence Buying Behavior. Basingstoke, UK: Palgrave Macmillan, 2013.

  Lakoff, George. “In Politics, Progressives Need to Frame Their Values.” George Lakoff website (blog), November 29, 2014.

  Lakoff, George. Don’t Think of an Elephant!: Know Your Values and Frame the Debate—The Essential Guide for Progressives. White River Junction, VT: Chelsea Green Publishing, 2004.

  Lakoff, George. “Rockridge Institute Writings.” George Lakoff website, 2003–2008.

  Lam, Desmond, and Bernadete Ozorio. “Duplication of Purchase Law in the Gaming Entertainment Industry—A Transnational Investigation.” International Journal of Hospitality Management 33, June 2013: 203–207.

  Lazarus, Richard S., and Bernice N. Lazarus. Passion and Reason: Making Sense of Our Emotions. Oxford: Oxford University, 1996.

  Leander, Michael. “What Is a Good Engagement Rate on a Facebook Page? Here Is a Benchmark for You.”

  Ledoux, Joseph. The Emotional Brain: The Mysterious Underpinnings of Emotional Life. New York: Simon & Schuster, 1998.

  Lehrer, Jonah. How We Decide. New York: Mariner Books, 2010.

  Levi-Strauss, Claude. Myth and Meaning: Cracking the Code of Culture. New York: Schocken Books, 1995.

  Levitt, Theodore. Marketing Imagination. New York: Free Press, 1986.

  Levitt, Theodore. Marketing Myopia. Cambridge, MA: Harvard Business Review Press, 2008.

  Liegl, Paula. “There Are Ways to Increase Market Penetration.” theNews website, November 30, 2000.

  Lindstrom, Martin. Brand Sense: How to Build Powerful Brands through Touch, Taste, Smell, Sight and Sound. London: Kogan Page Ltd., 2005.

  Lindstrom, Martin. Buyology: Truth and Lies about Why We Buy. New York: Doubleday, 2008.

  London South Bank University website. “Dr. Charles Graham” (professional biography).

  Lynn, Michael. “Chapter 23: Segmenting and Targeting Your Market: Strategies and Limitations.” In The Cornell School of Hotel Administration on Hospitality: Cutting Edge Thinking and Practice, edited by Michael C. Sturman, Jack B. Corgel, and Rohit Verma.

  Macmannus F. Theodore. Ad Age. March, 1999

  Mansfield, Annabel, Jenni Romaniuk, and Byron Sharp. “Competition Among International Tourist Destinations: Applying the Duplication of Purchase Law.” Paper presented at ANZMAC 2003 Conference Proceedings, Adelaide, December 1–3, 2003.

  Mark, Margaret, and Carol S. Pearson. The Hero and The Outlaw: Building Powerful Brands through the Power of Archetypes. New York: McGraw-Hill Education, 2001.

  Markables. “How Accurate Are the Brand Value Rankings?” White paper, published April 20, 2015..

  Martin, Neale. Habit: The 95% of Behavior Marketers Ignore. London: Pearson Education, 2008.

  Martinko, Mark J., ed. Attribution Theory in the Organizational Sciences: Theoretical and Empirical Contributions. Tallahassee: Florida State University Press, 2006.

  Maslow, Abraham. A Theory of Human Motivation. Jersey City, NJ: Start Publishing, 2012.

  McClelland, David C. The Achieving Society. New York: Free Press, 1967.

  McClure, S.M., J. Li, D. Tomlin, K.S. Cypert, L.M. Montague, and P.R. Montague. “Neural Correlates of Behavioral Preference for Culturally Familiar Drinks.” Neuron 44 (2), 2004: 379–387.

  McKee, Robert. Story: Substance, Structure, Style, and the Principles of Screenwriting. New York: Harper Collins, 1997.

  McLaren, Karla. The Language of Emotions: What Your Feelings Are Trying to Tell You. Louisville, KY: Sounds True, 2010.

  McPhee, William N. Formal Theories of Mass Behavior. New York: Free Press, 1963.

  Medina, John. Brain Rules: 12 Principles for Surviving and Thriving at Work, Home, and School. Pear Press, 2014.

  Michel-Kerjan, Erwann, and Paul Slovic. The Irrational Economist: Making Decisions in a Dangerous World. New York: Public Affairs Press, 2010.

  Morton, Jill. Color Voodoo #1: A Guide to Color Symbolism. Colorcom Publications, 2001.

  Motivans, Joseph J., review of Formal Theories of Mass Behavior, by William N. McPhee. The Sociological Quarterly 5 (1), Winter 1964: 88–90.

  Nedungadi, Prakash, and J. Wesley Hutchinson. “The Prototypicality of Brands: Relationships with Brand Awareness, Preference and Usage.” In Advances in Consumer Research, 12, 1985, 498–503, edited by Elizabeth C. Hirschman and Morris B. Holbrook. Provo, U

  Neff, Jack. “Former Mediacom CEO Alleges Widespread U.S. Agency ‘Kickbacks.’” AdAge website, March 6, 2015.

  Nenycz-Thiel, Magda, and Jenni Romaniuk. “Online shopping . . . Is it Different?” In How Brands Grow Part 2, by Jenni Romaniuk and Byron Sharp. Oxford: Oxford University Press, 2015.

  Nevraumont, Edward. “How to Do Marketing.” Marketing Is Easy (blog), March 3, 2016.

  Nevraumont, Edward. “Loyalty Programs and the Selection Effect.” Marketing Is Easy (blog), January 4, 2015.

  Ogilvy, David. Ogilvy on Advertising. Vintage. 2013.

  Ohmae, Kenichi. The Mind of The Strategist: The Art of Japanese Business. New York: McGraw-Hill, 1991.


  Packard, David. The HP Way: How Bill Hewlett and I Built Our Company. Harper Business. 2013

  PageFair. “The State of the Blocked Web: 2017 Global Adblock Report.” January 2017.

  Pareto, Vilfredo. Manual of Political Economy: A Critical and Variorum Edition. Edited by Aldo Montesano, Alberto Zanni, Luigino Bruni, John S. Chipman and Michael McLure. Oxford: Oxford University Press, 2014.

  Pine, B. Joseph II, and James H. Gilmore. The Experience Economy. Cambridge, MA: Harvard Business Review Press, 2011.

  Pine, B. Joseph II, and James H. Gilmore. Field Guide for the Experience Economy. Aurora, OH: Strategic Horizons LLP, 2005.

  Pine, B. Joseph II, and James H. Gilmore. “Welcome to the Experience Economy.” Harvard Business Review website, July-August 1998.

  Poggi, Jeanine. “Digital Advertising Tops TV in the U.S. for the First Time.” Ad Age website, March 29, 2017.

  Pronin, Emily, Daniel Y. Lin, and Lee Ross. “The Bias Blind Spot: Perceptions of Bias in Self Versus Others.” Personality and Social Psychology Bulletin 28 (3), March 1, 2002: 369–381.

  Rapaille, Clotaire. The Culture Code: An Ingenious Way to Understand Why People Around the World Live and Buy as They Do. New York: Broadway Books, 2006.

  Reeves, Rosser. Reality in Advertising. New York: Knopf, 1961.

  Reichheld, Frederick F., and W. Earl Sasser, Jr. “Zero Defections: Quality Comes to Services.” Harvard Business Review, September-October 1990.

  Reichheld, Frederick. “The One Number You Need to Grow.” Harvard Business Review, December 2003.

  Renvoisé, Patrick, and Christophe Morin. Neuromarketing: Understanding the Buy Buttons in Your Customer’s Brain. Harper Collins Leadership, 2007.

  Ridley, Matt. Nature via Nurture: Genes, Experience, and What Makes Us Human. New York: Harper Collins, 2004.

  Ries, Al, and Jack Trout. Positioning: The Battle for Your Mind. New York: McGraw-Hill, 2001.

  Ries, Al, and Laura Ries. The 22 Immutable Laws of Branding. New York: Harper Business, 2009.

  Ritson, Mark. “Marketing Deconstructed – Brand Management: Dropping the Stupid Stuff.” Lecture presented to the Australian Association of National Advertisers (video), October 11, 2016.

 

‹ Prev