Marketing Insights From a to Z: 80 Concepts Every Manager Needs to Know

otes
189
1. Lester Wunderman, 
Being Direct: Making Advertising Pay
(New
York: Random House, 1996).
2. Peter F. Drucker, 
Management: Tasks, Responsibilities, Practices
(New York: Harper & Row, 1973), pp. 64–65.
3. See Rolf Jensen, 
The Dream Society: How the Coming Shift from
Information to Imagination Will Transform Your Business
(New
York: McGraw-Hill, 1999).
4. See David Ogilvy, 
Confessions of an Advertising Man
(New York:
Atheneum, 1988).
5. Ibid.
6. See Stan Rapp and Thomas L. Collins, 
Beyond MaxiMarketing:
The New Power of Caring and Daring
(New York: McGraw-Hill,
1994).
7. Sergio Zyman, 
The End of Advertising As We Know It
(New
York: John Wiley & Sons, forthcoming—2003).
8. Regis McKenna, 
Total Access: Giving Customers What They Want
in an Anytime, Anywhere World
(Boston: Harvard Business
School Press, 2002).
9. Heidi F. Schultz and Don E. Schultz, “Why the Sock Puppet Got
Sacked,”
Marketing Management
(July–August 2001), pp. 35–39.

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10. Richard D’Aveni with Robert Gunther, 
Hypercompetitive Rival-
ries: Competing in Highly Dynamic Environments 
(New York:
Free Press, 1995).
11. Thomas H. Davenport and John C. Beck, 
The Attention Econ-
omy: Understanding the New Currency of Business 
(Boston: Har-
vard Business School Press, 2001).
12. Thomas J. Peters and Robert H. Waterman Jr., 
In Search of Ex-
cellence: Lessons from America’s Best-Run Companies
(New York:
Harper & Row, 1982).
13. James C. Collins and Jerry I. Porras, 
Built to Last: Successful Habits
of Visionary Companies
(New York: HarperBusiness, 1994).
14. Michael Treacy and Fred Wiersema, 
The Discipline of Market
Leaders: Choose Your Customers, Narrow Your Focus, Dominate
Your Market
(Reading, Mass.: Addison-Wesley, 1995).
15. Arie De Geus, 
The Living Company
(Boston: Harvard Business
School Press, 1997).
16. Jim Collins, 
Good to Great: Why Some Companies Make the Leap
. . . and Others Don’t
(New York: HarperBusiness, 2001).
17. See Michael E. Porter, 
Competitive Strategy: Techniques for Ana-
lyzing Industries and Competitors 
(New York: Free Press, 1980);
and see his 
Competitive Advantage: Creating and Sustaining Su-
perior Performance 
(New York: Free Press, 1985).
18. Theodore Levitt, 
The Marketing Mode: Pathways to Corporate
Growth
(New York: McGraw-Hill, 1969).
19. Anita Roddick, 
Body and Soul: Profits with Principles, the Amaz-
ing Success Story of Anita Roddick and the Body Shop
(New York:
Crown, 1991).
20. Gregory S. Carpenter and Kent Nakamoto, “Consumer Prefer-
ence Formation and Pioneering Advantage,” 
Journal of Market-
ing Research
(August 1989), pp. 285–298.
21. Jan Carlzon, 
Moments of Truth
(Cambridge, Mass.: Ballinger
Pub. Co., 1987).
22. Drucker, op. cit.