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Week of . . .
Mar. 15th
Blattberg, R. & J. Deighton. "Interactive Marketing: Exploring the Age of Addressability"
Peppers, D. & M. Rogers & B. Dorf. "Is Your Company Ready For One-To-One Marketing?"
Rossiter, J., Percy, L. & R. Donovan. "A Better Advertising Planning Grid"
Apr. 5th
Jones, J. "Single Source Research Begins to Fulfill Its Promise"
McMillan, I. & R. Gunter-McGrath. "Discovering New Points of Differentiation."
Pine, J. & J. Gilmore. "Welcome to the Experience Economy."
Woodside, A. & P. Soni. "Performance Analysis of Advertising . . ."
Apr. 12
"Barry, T. "Comparative Advertising: What We Have Learned in Two Decades"
Gelb, B. "Advertising to Increase Effectivenss of Use"
Weinberger, M. & C. Gulas. "The Impact of Humor in Advertising."
Apr. 19
Joseph, P. "Cyberview: Advertising Goes One-On-One"
Apr. 26
Berthon, P., L. Pitt & R. Watson. "The World Wide Web As An Advertising Medium"
Bremser, W. "Escape From Banner Hell: Advertising in the Age of Interactive Media"
Joachimsthaler, E. & D. Aaker. "Building Brands Without Mass Media"
May 3
Ephron, E. "More Weeks, Less Weight: The Shelf Space Model of Advertising"
Jones, J. "Is Advertising Still Salesmanship?"