- See Benson P. Shapiro, “Can Marketing
and Manufacturing Coexist?” Harvard
Business Review, September–October
1977, pp. 104–14. Also see Robert W.
Ruekert and Orville C. Walker Jr., “Mar-
keting’s Interaction with Other Func-
tional Units: A Conceptual Framework
and Empirical Evidence,”Journal of Mar-
keting, January 1987, pp. 1–19. - Edward E. Messikomer, “DuPont’s ‘Mar-
keting Community,’”Business Marketing,
October 1987, pp. 90–94. For an excel-
lent account of how to convert a com-
pany into a market-driven organization,
see George Day, The Market-Driven Orga-
nization: Aligning Culture, Capabilities and
Configuration to the Market(New York:
Free Press, 1999). - For more on developing and implement-
ing marketing plans, see H. W. Goetsch,
Developing, Implementing & Managing an
Effective Marketing Plan(Chicago: Ameri-
can Marketing Association; Lincol-
nwood, IL: NTC Business Books, 1993). - Thomas V. Bonoma, The Marketing Edge:
Making Strategies Work(New York: Free
Press, 1985). Much of this section is based
on Bonoma’s work. - Emily Denitto, “New Steps Bring Alvin
Ailey into the Business of Art,”Crain’s
New York Business,December 7, 1998, pp.
4, 33. - See Alfred R. Oxenfeldt, “How to Use
Market-Share Measurement,” Harvard
Business Review, January–February 1969,
pp. 59–68. - There is a one-half chance that a succes-
sive observation will be higher or lower.
Therefore, the probability of finding six
successively higher values is given by
( 2 ^1 )^6 614 . - Alternatively, companies need to focus
on factors affecting shareholder value. The
goal of marketing planning is to increase
shareholder value, which is the present
valueof the future income stream created
by the company’s present actions. Rate-
of-return analysisusually focuses on only
one year’s results. See Alfred Rapport, Cre-
ating Shareholder Value, rev. ed. (New
York: Free Press, 1997). - For additional reading on financial analy-
sis, see Peter L. Mullins, Measuring Cus-
tomer and Product Line Profitability
(Washington, DC: Distribution Research
and Education Foundation, 1984). - See Robert S. Kaplan and David P. Nor-
ton,The Balanced Scorecard(Boston: Har-
vard Business School Press, 1996).
part five
Managing and
Delivering Marketing(^718) Programs
- Richard Whiteley and Diane Hessan, Cus-
tomer Centered Growth(Reading MA: Ad-
dison Wesley, 1996), pp. 87–90; and
Adrian J. Slywotzky, Value Migration: How
to Think Several Moves Ahead of the Com-
petition (Boston: Harvard University
Press, 1996), pp. 231–35. - The MAC Group, Distribution: A Compet-
itive Weapon (Cambridge, MA: MAC
Group, 1985), p. 20. - See Robin Cooper and Robert S. Kaplan,
“Profit Priorities from Activity-Based
Costing,” Harvard Business Review,
May–June 1991, pp. 130–35. - Sam R. Goodman, Increasing Corporate
Profitability (New York: Ronald Press,
1982), ch. 1. Also see Bernard J. Jaworski,
Vlasis Stathakopoulos, and H. Shanker
Krishnan, “Control Combinations in
Marketing: Conceptual Framework and
Empirical Evidence,”Journal of Marketing,
January 1993, pp. 57–69. - See Peter M. Senge, The Fifth Discipline:
The Art and Practice of the Learning Orga-
nization(New York: Doubleday Currency,
1990), ch. 7. - For further discussion of this instrument,
see Philip Kotler, “From Sales Obsession
to Marketing Effectiveness,” Harvard
Business Review, November–December
1977, pp. 67–75. - See Philip Kotler, William Gregor, and
William Rodgers, “The Marketing Audit
Comes of Age,”Sloan Management Review,
Winter 1989, pp. 49–62. For an interest-
ing alternative approach, see the Coper-
nican Decision Navigator, available from
Copernican at (617) 630-8705. - Useful checklists for a marketing self-au-
dit can be found in Aubrey Wilson,
Aubrey Wilson’s Marketing Audit Checklists
(London: McGraw-Hill, 1982); and Mike
Wilson, The Management of Marketing
(Westmead, England: Gower Publishing,
1980). A marketing audit software pro-
gram is described in Ben M. Enis and
Stephen J. Garfein, “The Computer-Dri-
ven Marketing Audit,”Journal of Manage-
ment Inquiry, December 1992, pp.
306–18. - Kotler, Gregor, and Rodgers, “The Mar-
keting Audit.” - Howard R. Bowen, Social Responsibilities
of the Businessman(New York: Harper &
Row, 1953), p. 215. Also N. Craig Smith
and Elizabeth Cooper-Martin, “Ethics
and Target Marketing: The Role of Prod-
uct Harm and Consumer Vulnerability,”
Journal of Marketing,July 1997, pp. 1–20.