osnovi market

⁷Более подробно об этом см.: James F. Engel, Roger D. Blackwell and David T. Kollat. „Consumer Behavior”, 3d ed. Hinsdale, ІІІ., „Dryden Press”, 1978, p. 346—348.

⁸См.: Thomas S. Robertson. „Innovative Behavior and Communication”. N. Y., „Holt, Rinehart & Winston”, 1971, chap. 9.

⁹cm,: Philip Kotler. „Atmospherics as a Marketing Tool ”. — Journal of Retailing,Winter 1973/74, p. 48 —64.

¹⁰P.P. Lazarfeld, B. Berelson and H. Gaudet. „The People's Choice”, 2d ed. N. Y., „Columbia University Press”, 1948, p. 151.

¹¹Herbert C. Kelman and Carl I. Hovland. „Reinstatement of the Communication in Delayed Measurement of Opinion Change”. — Journal of Abnormal and Social Psychology,48, 1953, p. 327 —335. ”. — Fortune,December 1956, p. 123.

¹³Albert Wesley Frey. „How Many Dollars for Advertising”. N.Y., „Ronald Press”, 1955, p. 65.

¹⁴Ibid., p. 49.

¹⁵См.: G. Maxwell Ule. «A Media Plan for “Sputnik” Cigarettes». — „How to Plan Media Strategy”. American Association of Advertising Agencies, 1957 Regional Convention, p. 41—52.

¹⁶См.: Sidney J. Levy. „Promotional Behavior”. Glenview, ІІІ., „Scott, Foresman”, 1971, chap. 4.

¹⁷Ibid.

¹⁸ Sales and Marketing Management,February 23, 1981, p, 34.

¹⁹„How Advertising Works in Today's Marketplace”. — „The Morrill Study”. N.Y., „McGraw-Hill", 1971, p. 4.

²⁰„What IBM Found about Ways to Influence Selling”. — Business Week,December 5, 1959, p. 69 —70. См. также статью: Harold С. Cash and William J. Crissy. „Comparison of Advertising and Selling” —,,The Psychology of Selling”, vol. 12. Flushing, N.Y., Personal Development Associates, 1965.

Глава 15. Продвижение товаров:

реклама, стимулирование сбыта и пропаганда

¹Bob Spitz. „Caution: Men at Work on Men at Work”. — Esquire,July 1983, p. 105 —109; Kurt Loder. „Men at Work: Out to Lunch”. — Rotting Stone,June 23, 1983, p. 16 —19, 87, 88.

² Данные об объеме и структуре рекламной деятельности и ста крупнейших общенациональных рекламодателях взяты из номеров журнала «Адвертайзинг эйдж» от 16 февраля и 10 сентября 1981 г. и «Краткого статистического обзора США за 1982 —1983 гг.»

³См.: Russell H. Colley. „Defining Advertising Goals for Measured Advertising Results”. N. Y., Association of National Advertisers, 1961.

⁴См.: William L. Wilke and Paul W. Farris. „Comparison Advertising: Problem and Potential”. — Journal of Marketing,October 1975, p. 7 —15.

⁵См.: Russell L. Ackoff and James R. Emshoff. „Advertising Research at Anheuser-Busch; Inc. (1963 —1968).” — Sloan Management Review,Winter 1975, p. 1—15.

⁶John C. Maloney. „Marketing Decisions and Attitude Research”. — „Effective Marketing Coordination”, ed. George L. Baker, Jr. Chicago, American Marketing Association, 1961, p. 595 —618.

⁷Dik Warren Twedt. „How to Plan New Products, Improve Old Ones, and Create Better Advertising”. — Journal of Marketing,January 1969, p. 53 —57.

⁸См.: William A. Mindak and H. Malcolm Вуbee. „Marketing's Application to Fund Raising”. — Journal of Marketing,July 1971, p. 13 —18.

⁹См.: L. Greenland. „Is This the Era of Positioning?” — Advertising Age,May 29, 1972.

¹⁰Philip H. Dougherty. «Bad ‘Pulses’ the Market». — New York Times, February 18, 1975, p. 40.

¹¹См.: David B.Montgomery and Alvin J. Silk. „Estimating Dynamic Effects of Market Communications Expenditures”. — Management Science,June 1972, p. 485 —501.

¹²См. Rober D. Buzzell. „E.I. Du Pont de Nemours & Co.: Measurement of Effects of Advertising” — R. D. Buzell. „Mathematical Models and Marketing Management”. Boston, Division of Research, Graduate School of Business Administration, Harvard University, 1964, p. 157 —179.

¹³См.: Roger A. Strang. „Sales Promotion — Fast Growth, Faulty Management”. — Harvard Business Review,July-August 1976, p. 115 —124.

¹⁴Ibid., p. 116 —119.

¹⁵См.: Roger A. Strang, Robert M. Prentice and Alden G. Clayton. „The Relationship between Advertising and Promotion in Brand Strategy”. Cambridge, Mass., Marketing Science Institute, 1975, chap. 5.

¹⁶Strang. „Sales Promotion”, p. 124.

¹⁷Большинство определений в этом разделе основаны на материалах работы: John F. Luick and William Lee Siegler. „Sales Promotion and Modern Merchandising”. N.Y., „McGraw-Hill”, 1968.

¹⁸Более подробно об этом можно прочесть в работе: Carl-Magnus Seipel. „Premiums — Forgotten by Theory”. — Journal of Marketing,April 1971, p. 26 —34.

¹⁹См.: Fred. C. Allvine. „The Future for Trading Stamps and Games”. — Journal of Marketing,January 1969, p. 45 —52.

²⁰См. „Our L'eggs Fit Your Legs”. — Business Week,March 27, 1972.

²¹См.: Walter A. Gaw. „Specialty Advertising”. Chicago, Specialty Advertising Association, 1970.

²²См.: Suzette Cavanaugh. „Setting Objectives and Evaluating the Effectiveness Of Trade Show Exhibits”. — Journal of Marketing,October 1976, p. 100 —105.

²³Rusell D. Bowman. „Merchandising and Promotion Grow Big in Marketing World”. — Advertising Age,December 1974, p. 21.

²⁴См.: Strang. „Sales Promotion”, p. 120.

²⁵См.: George Black. „Planned Industrial Publicity”. Chicago, „Putman Publishing”, 1952, p. 3.

²⁶ См .:Arthur M. Merims. „Marketing's Stepchild: Products Publicity”. — Harvard Business Review,November-December 1972.

Глава 16. Продвижение товаров:

личная продажа и управление сбытом

¹Michael Waldholz. «How a 'Detail Man' Promotes New Drugs to Tennessee Doctors». — Wall Street Journal,November 8, 1982.

²Robert N. McMurry. „The Mystique of Super-Salesmanship”. — Harvard Business Review,March-April 1961, p. 114.

³См.: William R. Dixon. „Redetermining the Size of the Sales Force: a Case Study”. — „Changing Perspectives in Marketing Management”, ed. Marting R. Warshaw. Ann Arbor, University of Michigan, 1962, p. 58.

⁴Roger M. Pegram. „Selling and Servicing the national Account”. N. Y., Conference Board, 1972,

⁵William H. Kaven. „Managing the Major Sale”. N. Y., American Management Association, 1971; Benson P. Shapiro and Ronald S. Posner. „Making the Major Sale”. — Harvard Business Review,March-April 1976, p. 68—78.

⁶См.: Walter J. Talley. „How to Design Sales Territories”. — Journal of Marketing,January 1961, p. 7—13.

⁷См.: Marketing News,February 5,1982, p. 1.

⁸Обследование проводилось нью-йоркским «Клубом руководителей служб сбыта», а о его результатах было рассказано в журнале Business Week ,February 1, 1964, о. 52.

⁹McMurry. „Mystique of Super — Salesmanship”, p. 117.

¹⁰Ibid., p. 118.

¹¹David Mayer and Herbert M. Greenberg. „What Makes a Good Salesman”. — Harvard Business Review,July-August 1964, p. 119 —125.

¹²„Double-Digit Hikes in 1974 Sales Training Costs”. — Sales and Marketing Management,January 6, 1975, p. 54.

¹³Рассказ о процессе продажи частично основан на материалах книги: W. J. Е. Crissy, William H. Cunningham and Isabella С. М. Cunningham. „Selling: the Personal Force m Marketing”. N. Y., „John Wiley”, 1977, p. 19—29.

¹⁴Mark Hanan. „Join the Systems Sell and You Can't Be Beat”. — Safe and Marketing Management,August 21, 1972, p. 44. См. также: Mark Hanan, James Cribbin and Herman Heiser. „Consultative Selling”. N. Y., American Management Association, 1976.

Глава 17. Стратегия , планирование , контроль

¹Melville С. Branch. „The Corporate Planning Process”. N. Y., American Management Association, 1962, p. 48 —49.

²См.: Peter Drucker. „Management: Tasks, Responsibilities, Practices”. N. Y., „Harper & Row”, 1973, chap. 7.

³ Theodore Levitt. „Marketing Myopia”. — Harvard Business Review,July-August 1960, p. 45 —56,

⁴Полезные сведения о постановке задач можно почерпнуть в работе Charles H. Granger. „The Hierarchy of Objectives”. — Harvard Business Review,May-June 1964, 63 —74.

⁵H. Igor Ansoff. „Strategies for Diversification”. — Harvard Business Review,September-October 1957, p. 113 —124.

⁶Примеры эмпирических исследований на основе эмпирически подобранных функций реакции сбыта можно найти в следующих работах: Doyle L. Weiss. „Determinants of Market Share”. — Journal of Marketing Research,August 1968, p. 290—295; Donald E. Sexton, Jr. „Estimating Marketing Policy Effects on Sales of a Frequently Purchased Product”. — Journal of Marketing Research,August 1970, p. 338—347; Jean-Jacques Lambin. „A Computer On-Line Marketing Mix Model”. — Journal of Marketing Research,May 1972, p. 119 —126.

⁷См.: Russell Ackoff and James R. Emshoff. „Advertising Research at Anheuser-Busch”. — Sloan Management Review,Winter 1975, p. 1 —15.

⁸См.: Philip Kotler. „A Guide to Gathering Expert Estimates”. — Business Horizons,October 1970, p. 79—87.

⁹См.: Philip Kotler. „Marketing Decision Making”. N.Y., „Holt, Rinehart & Winston”, 1971.

¹⁰Более подробно об этом см.: James M. Hulbert and Norman E.Toy. „A Strategic Network for Marketing Control”. — Journal of Marketing,April 1977, p. 12 —20.

¹¹Об использовании этих методов применительно к деятельности сети гостиниц рассказывается в работе Arthur J. Daltas. „Protecting Service Markets with Consumer Feedback”. — Cornell Hotel and Restaurant Administration Quarterly,May 1977, p. 73 —77.

¹²Основной материал см. в книге: Donald R.Longman and Michael Schiff. „Practical Distribution Cost Analysis”. Homewood, ІІІ. Richard D. Irwin”, 1955.

¹³Более подробно об этом см. в статье: Philip Kotler, William Gregor and William Rodgers. „The Marketing Audit Comes of Age”. — Sloan Management Review,Winter 1977, p. 25—43. Методика проведения предварительной ревизии маркетинга описана в работе: Philip Kotler. „From Sales Obsesion to Marketing Effectiveness”. — Harvard Business Review,November-December 1977, p. 67—75.

Глава 18. Международный маркетинг