戴維•阿克(5)

    著作精選

    書籍

    1.StrategicMarketManagement,JohnWiley&Sons,Inc.2007,eighthedition.

    2.FromFargototheWorldofBrands:MyStorySoFar,IceniBooks,2005.

    3.BrandPortfolioStrategy:CreatingRelevance,Differentiation,Energy,LeverageandClarity,TheFreePress,2004.

    4.MarketingResearch,JohnWiley&Sons,Inc.Co-author:GeorgeS.DayandsincethefiftheditionbyV.Kumer.8thednpublishedin2004.

    5.BrandLeadership,TheFreePress,2000.Co-author:ErichJoachimsthaler.

    6.BuildingStrongBrands,TheFreePress,1996.

    7.AdvertisingManagement,Prentice-Hall,1996,5thedn.Co-author:JohnG.MyersandsincethefourtheditionRajeevBatra.AlsotranslatedintoJapaneseandSpanish.

    8.ManagingBrandEquity,TheFreePress,1991.

    9.Consumerism:SearchfortheConsumerInterest,TheFreePress,1982,4thedn.Co-editor:GeorgeS.Day.

    10.MultivariateAnalysisinMarketing:TheoryandApplications（editor）,WadsworthPublishingCompany,1971.2ndednpublishedbyTheScientificPress,1981.

    論文

    1.“TheRelevanceofRelevance:InnovatingBrandsinFast-MovingMarkets”,Strategy+Business,Spring,2004.Introducesandillustratesbrandrelevance.

    2.“ThePowerofaBrandedDifferentiator”,SloanManagementReview,Fall,2003,pp.83-92.Introducedtheconceptofbranddifferentiator.

    3.“TheValueRelevanceofBrandAttitudeinHighTechnologyMarkets”,JournalofMarketingResearch（withBobJacobson）,November,2001,pp.485-493.Showedthatinthehightechsector,brandequityasmeasuredbyattitudepaysoff.

    4.“TheLureofGlobalBranding（withErichJoachimsthaler）”,HarvardBusinessReview,November-December,1999.Reportedonastudyofhowfirmsmanagetheirbrandglobally.

    5.“ShouldYouTakeYourBrandtoWheretheActionIs?”,HarvardBusinessReview,October-November,1997,pp.135-143.Discussedverticalbrandextensions.

    6.“BrandBuildinginthe‘Post-Media’Age:LessonsfromEurope”（withErichJoachimsthaler）,HarvardBusinessReview,January-February,1997,pp.39-50.UsedexamplesfromEuropetoshowhowtogobeyondadvertisingtobuildbrands.

    7.“TheSaturnStory:BuildingaBrand”,CaliforniaManagementReview,Winter,1994.Thebestarticleawardwinner,toldadramaticbrand-buildingstory.

    8.“ConsumerEvaluationsofBrandExtensions”（withKevinLaneKeller）,JournalofMarketing,1990,Vol.54,pp.27-41.

    9.“TheStrategicRoleofProductQuality”（withRobertJacobson）,JournalofMarketing,October,1987,pp.31-44.Thebestarticleawardwinner,showedhowbrandequityasmeasuredbyperceivedqualitypaysoffintermsofmarketshareandprofitability.

    10.“ThePerilsofHighGrowthMarkets”（withGeorgeS.Day）,StrategicManagementJournal,7,September-October,1986,pp.409-421.Arguedthathighgrowthmarketsarerisky.

    11.“WarmthinAdvertising:Measurement,ImpactandSequenceEffects”（withDouglasStaymanandMichaelR.Hagerty）,JournalofConsumerResearch,March,1986,pp.1-15.OneofthemostcitedJCRarticles,itdefinedwarmthanddemonstrateditsimpact.

    12.“IsMarketShareAllthatIt’sCrackedUptoBe?”（withRobertJacobson）,JournalofMarketing,Fall,1985,pp.11-22.Showedthatinvestingtobuildsharewillimproveprofitabilitymuchlessthanhadbeenassumed.

本文摘自《對話營銷大師》

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　　我們選擇的人都極有成就，為了展現他們的個人魅力。本書的行文保留了自如的對話形式，而沒有去刻意雕琢。與每位大師的對話均分為三部分：第一部分是“專業之旅”，充分展示各位大師的市場營銷職業生涯；第二部分是“營銷新見”，深入探讨各位大師對當前市場營銷問題的新觀點和新看法；第三部分是“走近大師”，通過一些更私人化的問題來追尋他們從事市場營銷研究的動機。盡管每位大師的名字都與他們所開拓的某一研究領域緊密相連、聲名卓著，卻沒有人因此而固步自封。他們一直沉浸在新思想和新觀念中，與市場營銷同呼吸、共命運。我們體驗了與營銷大師對話的獨特過程。也希望與大家分享結識他們的快樂！所有對市場營銷感興趣的人，無論是企業營銷人員，營銷咨詢顧問，還是大學市場營銷專業師生，都會從本書中汲取力量和智慧。