A plan to invent the marketing we need today

MIT Sloan Management Review

Volumn 49, Issue 4, 2008, Pages 21-28

  Wind, Yoram ^a,b  

^a UNIVERSITY OF TENNESSEE   (United States)

^b UNIVERSITY OF PENNSYLVANIA   (United States)

Author keywords

[No Author keywords available]

Indexed keywords

EID: 72949124553     PISSN: 15329194     EISSN: None     Source Type: Journal    
DOI: None     Document Type: Article

References (22)

1. T.L. Friedman, "The World Is Flat: A Brief History of the Twenty-First Century" (London: Allen Lane, 2005);
2. K. Ohmae, 'The Next Global Stage: The Challenges and Opportunities in Our Borderless World" (Upper Saddle River, New Jersey: Wharton School Publishing, 2005).
3. Y. Wind, V. Mahajan and RE. Gunther, "Convergence Marketing: Strategies for Reaching the New Hybrid Consumer" (Upper Saddle River, New Jersey: Financial Times. Prentice Hall, 2002).
4. T.L. Saaty and L.G. Vargas, "Decision Making With the Analytic Network Process: Economic, Political, Social and Technological Applications with Benefits, Opportunities, Costs and Risks" (New York: Springer Science + Business Media, 2006).
5. Y, Wind and T. L. Saaty, "Marketing Applications of the Analytic Hierarchy Process," Management Science 26, no. 7 (1980): 641-658.
6. V. Mahajan and Y. Wind, "Capturing the Ricochet Economy," Harvard Business Review 84, no. 11 (2006): 25-26.
7. V. Fung, W. Fung and Y. Wind, "Competing in a Flat World: Building Enterprises for a Borderless World (Upper Saddle River, New Jersey: Wharton School Publishing, 2008).
8. L. Huston and N. Sakkab, "Connect and Develop: Inside Procter & Gamble's New Model for Innovation," Harvard Business Review 84, no, 3 (2006): 58-66.
9. P.W. Farris, N.T. Bendle, P.E. Pfeiferand D.J. Reibstein, "Marketing Metrics: 50+ Metrics Every Executive Should Master" (Upper Saddle River, New Jersey: Wharton School Publishing, 2006).
10. L. Murby and S. Gould, "Effective Performance Management With the Balanced Scorecard, Technical Report" (London: Chartered Institute of Management Accountants and INSEAD, 2005), p. 23.
11. Farris, "Marketing Metrics,"
12. F.M. Bass and J. Wind, "Introduction to the Special Issue: Empirical Generalizations in Marketing," Marketing Science 14, no. 3, part 2 (1995): G1-G5;
13. R.R. Burke, A. Rangaswamy, J. Wind and J. Eliashberg, "ADCAD: Advertising Communication Approach Designer," in "Expert Systems for Advertising," eds. W, Kroeber-Riel and F.R. Esch (Munich, Germany: Vahlen-Verlag, 1994), 1-48.
14. This is an expanded version of R.R. Burke, A. Rangaswamy, J. Wind and J. Eliashberg, "A Knowledge-Based System for Advertising Design," Marketing Science 9, no, 3 (1990): 212-229.
15. M. Lewis, "Moneyball: The Art of Winning an Unfair Game" (New York: W,W. Norton & Co., 2003).
16. S. Kraft, 'The Echo Boomers," CBS News, Sept. 4, 2005;
17. www.cbsnews.com/stories/2004/10/01/60minutes/printable646890.shtml.
18. A. Pollack, "Pricing Pills By the Results," New York Times, July 14,2007.
19. P. Dvorak, "Do-lt-Yourself Consulting: CEOs Gather to Swap Tips," Wall Street Journal, July 26, 2007, p, A-1;
20. http://online.wsj.com/article/SB118541288405378455.html.
21. R. Berner, "I Sold It Through the Grapevine," Business Week, May 29,2006, www.businessweek.com/magazine/content/06-22/b3986060.htm.
22. Y. Wind, C. Crook and R. Gunther, "The Power of Impossible Thinking: Transform the Business of Your Life and the Life of Your Business" (Upper Saddle River, New Jersey: Wharton School Publishing, 2005).