18 CHAPTER1MARKETING IN THETWENTY-FIRSTCENTURY
- See Regis McKenna, Relationship Marketing(Reading, MA: Addison-Wesley, 1991); Martin
Christopher, Adrian Payne, and David Ballantyne,Relationship Marketing: Bringing Quality,
Customer Service, and Marketing Together(Oxford, UK: Butterworth-Heinemann, 1991); and
Jagdish N. Sheth and Atul Parvatiyar, eds., Relationship Marketing: Theory, Methods, and
Applications,1994 Research Conference Proceedings, Center for Relationship Marketing,
Roberto C. Goizueta Business School, Emory University, Atlanta, GA. - See James C. Anderson, Hakan Hakansson, and Jan Johanson, “Dyadic Business Relationships
Within a Business Network Context,” Journal of Marketing,October 15, 1994, pp. 1–15. - See Neil H. Borden, The Concept of the Marketing Mix, Journal of Advertising Research,
4 ( June): 2–7. For another framework, see George S. Day, “The Capabilities of Market-
Driven Organizations,” Journal of Marketing,58, no. 4 (October 1994): 37–52. - E. Jerome McCarthy, Basic Marketing: A Managerial Approach,13th ed. (Homewood, IL:
Irwin, 1999). Two alternative classifications are worth noting. Frey proposed that all
marketing decision variables could be categorized into two factors: the offering (product,
packaging, brand, price, and service) and methods and tools (distribution channels,
personal selling, advertising, sales promotion, and publicity). - Robert Lauterborn, “New Marketing Litany: 4Ps Passe; C-Words Take Over,” Advertising
Age,October 1, 1990, p. 26. Also see Frederick E. Webster Jr., “Defining the New Marketing
Concept,”Marketing Management2, no. 4 (1994), 22–31; and Frederick E. Webster Jr.,
“Executing the New Marketing Concept,” Marketing Management3, no. 1 (1994): 8–16. See
also Ajay Menon and Anil Menon, “Enviropreneurial Marketing Strategy: The Emergence
of Corporate Environmentalism as Marketing Strategy,” Journal of Marketing61, no. 1
( January 1997): 51–67. - Kathleen Dechant and Barbara Altman, “Environmental Leadership: From Compliance to
Competitive Advantage,” Academy of Management Executive8, no. 3 (1994): 7–19. Also see
Gregory R. Elliott, “The Marketing Concept: Necessary, but Sufficient? An Environmental
View,” European Journal of Marketing24, no. 8 (1990): 20–30. - See Theodore Levitt’s classic article, “Marketing Myopia,” Harvard Business Review,
July–August 1960, pp. 45–56. - See Karl Albrecht and Ron Zemke, Service America!(Homewood, IL: Dow Jones-Irwin,
1985), pp. 6–7. - See John B. McKitterick, “What Is the Marketing Management Concept?” The Frontiers of
Marketing Thought and Action(Chicago: American Marketing Association, 1957), pp. 71–82;
Fred J. Borch, The Marketing Philosophy as a Way of Business Life, The Marketing Concept: Its
Meaning to Management,Marketing series, no. 99 (New York: American Management
Association, 1957), pp. 3–5; and Robert J. Keith, “The Marketing Revolution,” Journal of
Marketing,January 1960, pp. 35–38. - Levitt, “Marketing Myopia,” p. 50.
- Akio Morita, Made in Japan(New York: Dutton, 1986), ch. 1.
- See Patricia Sellers, “Getting Customers to Love You,” Fortune,March 13, 1989, pp. 38–49.
- Suzanne L. MacLachlan, “Son Now Beats Perdue Drumstick,” Christian Science Monitor,
March 9, 1995, p. 9; Sharon Nelton, “Crowing over Leadership Succession,” Nation’s
Business,May 1995, p. 52. - See Hanish Pringle and Marjorie Thompson, Brand Soul: How Cause-Related Marketing
Builds Brands(New York: John Wiley & Sons, 1999). Also see Marilyn Collins, “Global
Corporate Philanthropy—Marketing Beyond the Call of Duty?” European Journal of
Marketing27, no. 2 (1993): 46–58. - See Leonard L. Berry, Discovering the Soul of Service(New York: Free Press, 1999), especially ch. 7.