Perreault−McCarthy: Basic
Marketing: A
Global−Managerial
Approach, 14/eBack Matter Notes © The McGraw−Hill
Companies, 2002790 Notes
An Integrative Review,” Psychology & Marketing, March 1996, pp.
129–56; William J. Carner, “Direct Marketing Through Broadcast Media:
TV, Radio, Cable, Infomercials, Home Shopping, and More,” Journal of
the Academy of Marketing Science, Winter 1997, pp. 86–87.
10.“Ryder Redraws the Self-Move Map with Service, Convenience,”
Brandweek,January 25, 1993, pp. 34–35; Mover’s Advantage: The Com-
plete Home Moving Guide & Planning Kit,(Ryder System, October 1990);
“At the Echo Awards, It’s Not Just Junk Mail Anymore,” Adweek’s Mar-
keting Week,October 29, 1990, pp. 20–21.
11.For more on privacy, see Chapter 22, footnote #18. “Why Those
Companies Are So Eager to Get Your E-Mail Address,” The Wall Street
Journal,February 12, 2001, p. B1; “Direct Mail That Really Sells Hinges
on Data Smarts and Clever Content,” The Wall Street Journal,January
22, 2001, p. A1; “When E-Mail Ads Aren’t Spam,” Business Week,Octo-
ber 16, 2000, pp. 112–14; “Special Report: Direct and Database
Marketing,” Advertising Age, October 16, 2000, pp. S1–22; “Jupiter Pro-
jects E-Mail Marketing Will Jump to $7.3 Billion by 2005,” Advertising
Age, May 8, 2000, p. 80ff.; “E-Mail Direct,” Brandweek, April 10, 2000,
pp. 108–12; “You’ve Got Snail Mail!” American Demographics, March
2000, pp. 54–56; “Special Report: Direct and Database Marketing,”
Advertising Age, October 18, 1999, pp. S1–8; “Special Report: Direct
Marketing,” Advertising Age, October 12, 1998, pp. S1–8; “Customers
Are Eager, Infrastructure Lags,” Advertising Age, October 5, 1998, p. 12;
George R. Milne and Mary Ellen Gordon, “Direct Mail Privacy-Effi-
ciency Trade-Offs Within an Implied Social Contract Framework,”
Journal of Public Policy & Marketing,Fall 1993, pp. 206–15.
12.Donna L. Hoffman and Thomas P. Novak, “Marketing in Hyper-
media Computer-Mediated Environments: Conceptual Foundations,”
Journal of Marketing, July 1996, pp. 50–68; Greogory C. Mosier and James
M. Jackman, “Personal Jurisdiction: Is Internet Presence Enough?” Jour-
nal of the Academy of Marketing Science, Spring 1998, p.164; Pierre
Berthon, Leyland Pitt, and Richard T. Watson, “Marketing Communica-
tion and the World Wide Web,” Business Horizons, September–October
1996, pp. 24–32.
13.For more on DTC advertising, see “While Critics May Fret, Public
Likes DTC Ads,” Advertising Age, March 26, 2001, p. 24; “Drug Firms,
Stymied in the Lab, Become Marketing Machines,” The Wall Street Jour-
nal,July 6, 2000, p. A1ff.; “New Venture Aims to Measure Effectiveness
of DTC Drug Work,” Advertising Age, May 29, 2000, pp. 16–18; “An
Overdoes of Drug Advertising?” Business Week,May 22, 2000, p. 52;
“DTC Execs Quick to Learn Upfront Value,” Advertising Age, May 15,
2000, p. S58; “Drug Makers Prescribed Direct-Mail Pitch,” The Wall
Street Journal,December 16, 1999, p. B16; “Flu Season Will Arrive with
Two New Drugs and Ad Blitz by Makers,” The Wall Street Journal,Sep-
tember 22, 1999, p. A1ff.; “Prescription for Profit,” Advertising Age,
March 15, 1999, pp. S1–20; “Ads Reveal New Side to Drug Industry,”
Raleigh News & Observer, January 24, 1999, p. 13E; “A Little Knowl-
edge,” The Wall Street Journal,October 19, 1998, p. R8; “The Fine Print,”
The Wall Street Journal,October 19, 1998, p. R6ff.; “But First, Call Your
Drug Company,” American Demographics, October 1998, pp. 27–30; “Are
Drug Ads a Cure-All?” Business Week,March 30, 1998, pp. 59–60; “Pre-
scription for Profit,” Advertising Age, March 16, 1998, pp. S1–30;
“Campaign for Prozac Targets Consumers,” The Wall Street Journal,July
1, 1997, p. B1ff. See also Steven W. Kopp and Mary J. Sheffet, “The
Effect of Direct-to-Consumer Advertising of Prescription Drugs on Retail
Gross Margins: Empirical Evidence and Public Policy Implications,” Jour-
nal of Public Policy & Marketing, Fall 1997, pp. 270–76; Mary C. Gilly and
Mary Wolfinbarger, “Advertising’s Internal Audience,” Journal of Market-
ing, January 1998, pp. 69–88; S. A. Erdem and L. J. Harrison-Walker,
“Managing Channel Relationships: Toward an Identification of Effective
Promotional Strategies in Vertical Marketing Systems,” Journal of Mar-
keting Theory & Practice, Spring 1997, pp. 80–87; Michael Levy, John
Webster, and Roger Kerin, “Formulating Push Marketing Strategies: A
Method and Application,” Journal of Marketing,Winter 1983, pp. 25–34.
14.“Decker Scores with Sweepstakes to Promote Days Inn,” USA
Today,November 6, 1997, p. B10; “Biore: The Nose Knew at Lilith Fair,”
Brandweek,September 15, 1997, p. 28; “Brand Builders: Progresso War-
riors,” Brandweek,June 23, 1997, pp. 20–22; “Advertisers Often Cheer
the Loudest,” USA Today,March 27, 1997, p. 1Aff.; “Crossing the Bor-
der,” Brandweek,December 16, 1996, pp. 17–22; “Brand Builders: Pie in
the Sky,” Brandweek,December 16, 1996, pp. 23–24; “Tractor Dealers
Get Down in the Dirt Promoting Machines,” The Wall Street Journal,July
16, 1996, p. A1ff.; “Pepsi Cancels an Ad Campaign as Customers Clamor
for Stuff,” The Wall Street Journal,June 27, 1996, p. B1ff.
15.“Compensation and Expenses,” Sales & Marketing Management,
June 28, 1993, p. 65; “The Cost of Selling Is Going Up,” Boardroom
Reports,December 15, 1991, p. 15; “An In-House Sales School,” Inc.,
May 1991, pp. 85–86.
16.For an example of Toyota’s Prius targeting innovators and early
adopters, see “Changing Lanes,” The Wall Street Journal,April 23, 2001,
p. R32; “Green Cars,” American Demographics, January 2001, pp. 56–61;
“Hybrid Power,” Ti m e, December 11, 2000, pp. 94–95; “Prius Pumps Up
Luxury of Efficiency,” USA Today, November 17, 2000, p. 13D; “Another
Way to Beat High Gas Prices,” Fortune, October 30, 2000, p. 58; “U.S.
Auto Makers to Rev Up Output of ‘Hybrid’ Vehicles,” The Wall Street
Journal,October 24, 2000, p. B4; “The World’s Most Admired Compa-
nies,” Fortune, October 2, 2000, pp. 183–89; “The Eco-Car,” Business
Week,August 14, 2000, pp. 63–70; “Toyota Makes a Bet on New Hybrid
Prius,” The Wall Street Journal,July 20, 2000, pp. B18; “Forget Electric—
Hydrogen Is Cars’ Future,” Investor’s Business Daily, July 7, 2000, p. A6;
“California May Soften Electric Car Mandate,” The Wall Street Journal,
June 2, 2000, p. 3B; “Attention Techies and Assorted Geniuses: Toyota
Prius Wants You,” Brandweek, May 8, 2000, p. 113; “Toyota To Sell Prius
Hybrid Only on Net,” USA Today, April 19, 2000, p. 3B; “Toyota,
Honda Start to Push Hybrid Vehicles,” Advertising Age, June 28, 1999, p.
20; “Toyota’s Green Machine,” Business Week,December 15, 1997, pp.
108–110; “How Toyota Defies Gravity,” Fortune, December 8, 1997, pp.
100–108. For more on word of mouth, see “Auto Makers Find They
Don’t Want to Avoid Collisions in Movies,” The Wall Street Journal,July
5, 2001, p. B1, “Small Wonder,” The Wall Street Journal,June 25, 2001, p.
R; “Word of Mouth Makes Nike Slip-On Sneakers Take Off,” The Wall
Street Journal,June 7, 2001, p. B1ff.; “Bristol-Myers Builds Buzz for True
Intense Color Line,” Advertising Age, April 23, 2001, p. 18; “Improbable
Eastern Hit Proves It Can Fly in U.S.,” Advertising Age, March 26, 2001,
p. S2; “How Sony Marketers Gave ‘Crouching Tiger’ an Early Leg Up,”
The Wall Street Journal,January 11, 2001, p. A1ff.; “How an Idea Spreads
Like Flu,” Advertising Age, May 8, 2000, pp. 42–46; “Street Marketing
Hits the Internet,” Advertising Age, May 1, 2000, p. 32; “Ad Budget:
Zero. Buzz: Deafening,” The Wall Street Journal,December 29, 1999, p.
B1ff.; “Word of Mouth Makes Kansas Store a Star,” The Wall Street Jour-
nal,November 7, 1997, p. B1ff.; “Why the Veterinarian Really
Recommends that ‘Designer’ Chow,” The Wall Street Journal,November
3, 1997, p. A1ff.; “Foot Soldiers Help Sell Street Chic,” USA Today,June
16, 1997, p. 1Bff. See also Jagdip Singh, “Voice, Exit, and Negative
Word-of-Mouth Behaviors: An Investigation Across Three Service Cate-
gories,” Journal of the Academy of Marketing Science,Winter 1990, pp.
1–16; Jeffrey G. Blodgett, Donald H. Granbois, and Rockney G. Walters,
“The Effects of Perceived Justice on Complainants’ Negative Word-of
Mouth Behavior and Repatronage Intentions,” Journal of Retailing,Win-
ter 1993, pp. 399–428; Paula Fitzgerald Bone, “Word-of-Mouth Effects
on Short-term and Long-term Product Judgments,” Journal of Business
Research,March 1995, pp. 213–24; Bruce MacEvoy, “Change Leaders
and the New Media,” American Demographics,January 1994, pp. 42–49;
Dale F. Duhan, Scott D. Johnson, James B. Wilcox, and Gilbert D. Har-
rell, “Influences on Consumer Use of Word-of-Mouth Recommendation
Sources,” Journal of the Academy of Marketing Science, Fall 1997, pp.
283–95; Russell N. Laczniak, Thomas E. DeCarlo, and Carol M. Motley,
“Retail Equity Perceptions and Consumers’ Processing of Negative
Word-of-Mouth Communication,” Journal of Marketing Theory &
Practice, Fall 1996, pp. 37–48.
17.“Special Report: Buzz Marketing,” Business Week,July 30, 2001, pp.
50–56; “Viral Marketing Breaks Through,” Advertising Age, June 25,
2001, p. S10; Barbara Bickart, “Internet Forums as Influential Sources of