267
268
269
270
Berger, J., Contagious: Why Things Catch On (New York: Simon & Schuster, 2013), ch. 2.
271
Grimm, K., ‘Communications’, in N. Gallagher and L. Myers, eds., Patagonia Tools for Grassroots Activists (Ventura: Patagonia Books, 2016), 101.
272
273
274
275
Sharp, B., How Brands Grow: What Marketers Don’t Known (South Melbourne: Oxford University Press, 2010), 210.
276
Там же, 32 – 34.
277
Там же, 35.
278
Там же.
279
Там же, 110.
280
Там же, 23.
281
Там же, 41 – 45.
282
Там же, 13.
283
Humby, C., Hunt, T., and Phillips, T., Scoring Points: How Tesco Continues to Win Customer Loyalty (London: Kogan Page, 2008), 30 – 32.
284
Там же, 11 – 12.
285
286
Humby, Hunt and Phillips, Scoring Points, 19 – 24.
287
Capgemini Consulting, Fixing the Cracks: Reinventing Loyalty Programs for the Digital Age (Capgemini, 2015).
288
Там же.
289
290
Kordupleski, R., Mastering Customer Value Management (Cincinnati: Pinnaflex, 2003), xv
291
Там же, xvi.
292
Там же, xviii.
293
Farris, P. W., Bendle, N. T., Pfeifer, P. E., and Reibstein, D. J., Key Marketing Metrics: The 50+ Metrics Every Manager Needs to Know (Harlow: Pearson Education, 2009), 132 – 137.
