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Albert Wesley Frey. ДHow Many Dollars for AdvertisingФ.

N.Y., ДRonald PressФ, 1955, p. 65.

Ibid., p. 49.

См.: G. Maxwell Ule. A Media Plan for УSputnikФ Cigarettes. Ч ДHow to Plan Media StrategyФ. American Association of Advertising Agencies, 1957 Regional Convention, p. 41Ч52.

См.: Sidney J. Levy. ДPromotional BehaviorФ. Glenview, ., ДScott, ForesmanФ, 1971, chap. 4.

Ibid.

Sales and Marketing Management, February 23, 1981, p, 34.

ДHow Advertising Works in Today's MarketplaceФ. Ч ДThe Morrill StudyФ. N.Y., ДMcGraw-Hill", 1971, p. 4.

ДWhat IBM Found about Ways to Influence SellingФ. Ч Business Week, December 5, 1959, p. 69 Ч70. См. также статью:

Harold С. Cash and William J. Crissy. ДComparison of Advertising and SellingФ Ч,,The Psychology of SellingФ, vol. 12. Flushing, N.Y., Personal Development Associates, 1965.

Глава 15. Продвижение товаров:

реклама, стимулирование сбыта и пропаганда Bob Spitz. ДCaution: Men at Work on Men at WorkФ. Ч Esquire, July 1983, p. 105 Ч109; Kurt Loder. ДMen at Work: Out to LunchФ. Ч Rotting Stone, June 23, 1983, p. 16 Ч19, 87, 88.

Данные об объеме и структуре рекламной деятельности и ста крупнейших общенациональных рекламодателях взяты из номеров журнала Адвертайзинг эйдж от 16 февраля и сентября 1981 г. и Краткого статистического обзора США за 1982 Ч1983 гг. См.: Russell H. Colley. ДDefining Advertising Goals for Measured Advertising ResultsФ. N. Y., Association of National Advertisers, 1961.

См.: William L. Wilke and Paul W. Farris. ДComparison Advertising: Problem and PotentialФ. Ч Journal of Marketing, October 1975, p. 7 Ч15.

См.: Russell L. Ackoff and James R. Emshoff. ДAdvertising Research at Anheuser-Busch; Inc. (1963 Ч1968).Ф Ч Sloan Management Review, Winter 1975, p. 1Ч15.

John C. Maloney. ДMarketing Decisions and Attitude ResearchФ. Ч ДEffective Marketing CoordinationФ, ed. George L.

Baker, Jr. Chicago, American Marketing Association, 1961, p. 595 Ч 618.

Dik Warren Twedt. ДHow to Plan New Products, Improve Old Ones, and Create Better AdvertisingФ. Ч Journal of Marketing, January 1969, p. 53 Ч57.

См.: William A. Mindak and H. Malcolm Вуbee. ДMarketing's Application to Fund RaisingФ. Ч Journal of Marketing, July 1971, p.

13 Ч18.

См.: L. Greenland. ДIs This the Era of PositioningФ Ч Advertising Age, May 29, 1972.

Philip H. Dougherty. Bad СPulsesТ the Market. Ч New York Times, February 18, 1975, p. 40.

См.: David B.Montgomery and Alvin J. Silk. ДEstimating Dynamic Effects of Market Communications ExpendituresФ. Ч Management Science, June 1972, p. 485 Ч501.

См. Rober D. Buzzell. ДE.I. Du Pont de Nemours & Co.:

Measurement of Effects of AdvertisingФ Ч R. D. Buzell.

ДMathematical Models and Marketing ManagementФ. Boston, Division of Research, Graduate School of Business Administration, Harvard University, 1964, p. 157 Ч179.

См.: Roger A. Strang. ДSales Promotion Ч Fast Growth, Faulty ManagementФ. Ч Harvard Business Review, July-August 1976, p. 115 Ч124.

Ibid., p. 116 Ч119.

См.: Roger A. Strang, Robert M. Prentice and Alden G.

Clayton. ДThe Relationship between Advertising and Promotion in Brand StrategyФ. Cambridge, Mass., Marketing Science Institute, 1975, chap. 5.

Strang. ДSales PromotionФ, p. 124.

Большинство определений в этом разделе основаны на материалах работы: John F. Luick and William Lee Siegler. ДSales Promotion and Modern MerchandisingФ. N.Y., ДMcGraw-HillФ, 1968.

Более подробно об этом можно прочесть в работе: CarlMagnus Seipel. ДPremiums Ч Forgotten by TheoryФ. Ч Journal of Marketing, April 1971, p. 26 Ч34.

См.: Fred. C. Allvine. ДThe Future for Trading Stamps and GamesФ. Ч Journal of Marketing, January 1969, p. 45 Ч52.

См. ДOur L'eggs Fit Your LegsФ. Ч Business Week, March 27, 1972.

См.: Walter A. Gaw. ДSpecialty AdvertisingФ. Chicago, Specialty Advertising Association, 1970.

См.: Suzette Cavanaugh. ДSetting Objectives and Evaluating the Effectiveness Of Trade Show ExhibitsФ. Ч Journal of Marketing, October 1976, p. 100 Ч105.

Rusell D. Bowman. ДMerchandising and Promotion Grow Big in Marketing WorldФ. Ч Advertising Age, December 1974, p. 21.

См.: Strang. ДSales PromotionФ, p. 120.

См.: George Black. ДPlanned Industrial PublicityФ. Chicago, ДPutman PublishingФ, 1952, p. 3.

См.: Arthur M. Merims. ДMarketing's Stepchild: Products PublicityФ. Ч Harvard Business Review, November-December 1972.

Глава 16. Продвижение товаров:

ичная продажа и управление сбытом Michael Waldholz. How a 'Detail Man' Promotes New Drugs to Tennessee Doctors. Ч Wall Street Journal, November 8, 1982.

Robert N. McMurry. ДThe Mystique of Super-SalesmanshipФ.

Ч Harvard Business Review, March-April 1961, p. 114.

См.: William R. Dixon. ДRedetermining the Size of the Sales Force: a Case StudyФ. Ч ДChanging Perspectives in Marketing ManagementФ, ed. Marting R. Warshaw. Ann Arbor, University of Michigan, 1962, p. 58.

Roger M. Pegram. ДSelling and Servicing the national AccountФ. N. Y., Conference Board, 1972, William H. Kaven. ДManaging the Major SaleФ. N. Y., American Management Association, 1971; Benson P. Shapiro and Ronald S. Posner. ДMaking the Major SaleФ. Ч Harvard Business Review, March-April 1976, p. 68Ч78.

См.: Walter J. Talley. ДHow to Design Sales TerritoriesФ. Ч Journal of Marketing, January 1961, p. 7Ч13.

См.: Marketing News, February 5, 1982, p. 1.

Обследование проводилось нью-йоркским Клубом руководителей служб сбыта, а о его результатах было рассказано в журнале Business Week, February 1, 1964, о. 52.

McMurry. ДMystique of Super Ч SalesmanshipФ, p. 117.

Ibid., p. 118.

David Mayer and Herbert M. Greenberg. ДWhat Makes a Good SalesmanФ. Ч Harvard Business Review, July-August 1964, p. 119 Ч 125.

ДDouble-Digit Hikes in 1974 Sales Training CostsФ. Ч Sales and Marketing Management, January 6, 1975, p. 54.

Рассказ о процессе продажи частично основан на материалах книги: W. J. Е. Crissy, William H. Cunningham and Isabella С. М. Cunningham. ДSelling: the Personal Force m MarketingФ. N. Y., ДJohn WileyФ, 1977, p. 19Ч29.

Mark Hanan. ДJoin the Systems Sell and You Can't Be BeatФ.

Ч Safe and Marketing Management, August 21, 1972, p. 44. См.

также: Mark Hanan, James Cribbin and Herman Heiser. ДConsultative SellingФ. N. Y., American Management Association, 1976.

Глава 17. Стратегия, планирование, контроль Melville С. Branch. ДThe Corporate Planning ProcessФ. N. Y., American Management Association, 1962, p. 48 Ч49.

См.: Peter Drucker. ДManagement: Tasks, Responsibilities, PracticesФ. N. Y., ДHarper & RowФ, 1973, chap. 7.

Theodore Levitt. ДMarketing MyopiaФ. Ч Harvard Business Review, July-August 1960, p. 45 Ч56, Полезные сведения о постановке задач можно почерпнуть в работе Charles H. Granger. ДThe Hierarchy of ObjectivesФ. Ч Harvard Business Review, May-June 1964, 63 Ч74.

H. Igor Ansoff. ДStrategies for DiversificationФ. Ч Harvard Business Review, September-October 1957, p. 113 Ч124.

Примеры эмпирических исследований на основе эмпирически подобранных функций реакции сбыта можно найти в следующих работах: Doyle L. Weiss. ДDeterminants of Market ShareФ. Ч Journal of Marketing Research, August 1968, p. 290Ч 295; Donald E. Sexton, Jr. ДEstimating Marketing Policy Effects on Sales of a Frequently Purchased ProductФ. Ч Journal of Marketing Research, August 1970, p. 338Ч347; Jean-Jacques Lambin. ДA Computer On-Line Marketing Mix ModelФ. Ч Journal of Marketing Research, May 1972, p. 119 Ч126.

См.: Russell Ackoff and James R. Emshoff. ДAdvertising Research at Anheuser-BuschФ. Ч Sloan Management Review, Winter 1975, p. 1 Ч15.

См.: Philip Kotler. ДA Guide to Gathering Expert EstimatesФ.

Ч Business Horizons, October 1970, p. 79Ч87.

См.: Philip Kotler. ДMarketing Decision MakingФ. N.Y., ДHolt, Rinehart & WinstonФ, 1971.

Более подробно об этом см.: James M. Hulbert and Norman E.Toy. ДA Strategic Network for Marketing ControlФ. Ч Journal of Marketing, April 1977, p. 12 Ч20.

Об использовании этих методов применительно к деятельности сети гостиниц рассказывается в работе Arthur J.

Daltas. ДProtecting Service Markets with Consumer FeedbackФ. Ч Cornell Hotel and Restaurant Administration Quarterly, May 1977, p.

73 Ч77.

Основной материал см. в книге: Donald R.Longman and Michael Schiff. ДPractical Distribution Cost AnalysisФ. Homewood, . Richard D. IrwinФ, 1955.

Более подробно об этом см. в статье: Philip Kotler, William Gregor and William Rodgers. ДThe Marketing Audit Comes of AgeФ.

Ч Sloan Management Review, Winter 1977, p. 25Ч43. Методика проведения предварительной ревизии маркетинга описана в работе: Philip Kotler. ДFrom Sales Obsesion to Marketing EffectivenessФ. Ч Harvard Business Review, November-December 1977, p. 67Ч75.

Глава 18. Международный маркетинг Написано автором на основе следующих материалов ДBrazil: Campbell Soup Fails to Make It to the TableФ. Ч Business Week, October 12, 1981; ДBrazil: Gerber Abandons a BabyЧFood MarketФ. Ч Business Week, February 8, 1982.

См.: ДThe Reluctant ExporterФ. Ч Business Week, April 10, 1978, p. 54Ч66.

Bureau of Economic Analysis, U. S. Department of Commerce.

См.: Warren J. Keegan. ДMultinational Product Planning: New Myths and Old RealitiesФ Ч ДMultinational Product ManagementФ.

Cambridge, Mass., Marketing Science Institute, 1976, p. 18.

Система оценки политической стабильности разных стран приводится в работе: F.T. Наnеr. ДRating Investment Risks AbroadФ.

ЧBusiness Horizons, April 1979, p. 18 Ч23.

Дополнительные примеры подобного рода можно найти в работе: David A. Ricks, Marilyn Y.С. Fu and Jeffery S. Arpan.

ДInternational Business BlundersФ. Columbus, Ohio, ДGridФ, 1974.

I gal Ayal and Jehiel Zif. ДMarket Expansion Strategies in Multinational MarketingФ. Ч Journal of Marketing, Spring 1979, p.

84 Ч94.

James K. Sweeney. ДA Small Company Enters the European MarketФ. Ч Harvard Business Review, September-October 1970, p.

127 Ч128.

См.: David S.R. Leighton. ДDeciding When to Enter International MarketsФ Ч ДHandbook of Modern MarketingФ, ed.

Victor P. Вuell. N.Y., ДMcGraw-HillФ. 1970, p. 23 Ч28.

Рассказ о стратегиях выхода построен в основном на материалах книги: Gordon E. Miracle and Gerald S Albaum.

ДInternational Marketing ManagementФ. Homewood, ., ДRichard D.

IrwinФ, 1970, chaps. 14Ч16.

Warren J. Keegan. ДMultinational Product Planning: Strategic AlternativesФ. Ч Journal of Marketing, January 1969, p. 58Ч62.

Lоuis T. We11s, Jr. ДA Product Life Cycle for International TradeФ Ч Journal of Marketing, July 1968, p. 1Ч6.

См.: Miracle and Albaum. ДInternational Marketing ManagementФ, p. 317Ч319.

См.: William D. Hartley. ДHow to Do It: Cumbersome Japanese Distribution System Stumps U.S. ConcernsФ. Ч Wall Street Journal, March 2, 1972, p. 1, 8.

Описание систем распределения ряда стран приводится в статье Wadi-Nambiaratchi. ДChannels of Distribution in Developing EconomiesФ. Ч Business Quarterly, Winter 1965, p. 74Ч82.

Более подробно об этом см. в статье: Arieh Goldman.

ДOutreach of Consumers and the Modernization of Urban Food Retailing in Developing CountriesФ. Ч Journal of Marketing, October 1974, p. 8Ч16.

Yoram Wind, Susan P. Douglas, Howard V. Perlmutter.

ДGuideЧlines for Developing International Marketing StrategiesФ. Ч Journal of Marketing, April 1973, p. 14Ч23.

Глава 19. Маркетинг услуг и маркетинг в сфере некоммерческой деятельности ДServices Grow While the Quality ShrinksФ. Ч Business Week, October 15, 1971, p. 50.

Хороший подробный рассказ о системе контроля качества, практикуемой сетью отелей Мариотт, содержится в статье: G.

M. Hostage. ДQuality Control in a Service BusinessФ. Ч Harvard Business Review, July-August 1975, p. 98Ч106.

См.: W. Earl Sasser ДMatch Supply and Demand in Service IndustriesФ. Ч Harvard Business Review, November-December 1976, p. 133Ч140.

См.: Dan R. E. Thomas. ДStrategy is Different in Service BusinessesФ. Ч Harvard Business Review, July-August 1978, p. 161.

См.: Daniel T. Carroll. ДTen Commandments for Bank MarketingФ. Ч Bankers Magazine, Autumn 1970, p. 74Ч80; а также G. Lynn Shostack. ДBanks Sell Services Ч Not ThingsФ. Ч Bankers Magazine, Winter 1977, p. 40Ч45.

Public Relations News, October 27, 1947.

Обоснование этого довода см. в статье: Philip Kotler and William Mindak. ДMarketing and Public RelationsФ. Ч Journal of Marketing, October 1978, p. 13Ч20.

О других способах маркетинга услуг специализированной организации обслуживания см.: Philip Kotler and Richard A.

Connor, Jr. ДMarketing Professional ServicesФ. Ч Journal of Marketing, January 1977, p. 71Ч76.

Carol Oppenheim. ДBucky Dent: the Selling of a Sudden SuperstarФ. ЧChicago Tribune, December 16, 1978, sec. 2, p. 1.

ДIn the Groove at Mercury RecordsФ. Ч Chicago Daily News, October 16, 1976.

John E. Cooney. ДEddie Fisher Discovers That Regaining Fame Is a Daunting GoalФ Ч Wall Street Journal, February 20, 1978, p. 1.

Theodore White. ДThe Making of the President 1960Ф, N.Y., ДAtheneumФ, 1961, а также Joe McGinness. ДThe Selling of the President 1968Ф. N.Y., ДTrident PressФ, 1969.

См.: E. Glick. ДThe New MethodologyФ. Washington D.C., American Institute for Political Communication, 1967, p. 1; Philip Kotler and Neil Коtler. ДBusiness Marketing for Political CandidatesФ.

Ч Campaigns and Elections, Summer 1981, p. 24Ч33.

Рассказ о маркетинге города-новостройки Вудлендса в штате Техас приводится в работе: Betsy D. Gelb and Ben M. Enis.

ДMarketing a City of the FutureФ. Ч ДMarketing is Everybody's BusinessФ. Santa Monica Calif., ДGoodyearФ, 1977.

См.: Scott Cutlip and Allen H. Center. ДEffective Public RelationsФ. 3d ed. Englewood Cliffs, N.J., ДPrentice-HallФ, 1964, p.

10.

См.: Philip Kotler and Gerald Zaltman. ДSocial Marketing: An Approach to Planned Social ChangeФ. Ч Journal of Marketing, July 1971, p. 3Ч12.

См.: Eduardo Roberto. ДStrategic Decision Ч Marking in a Social Program: The Case of Family Ч Planning DiffusionФ.

Lexington, Mass., ДLexington BooksФ, 1975.

См.: Karl E. Henion II. ДEcological MarketingФ. Columbus, Ohio, ДGridФ, 1976.

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