6 См.: С. I. Hovland, A. A. Lumsdaine and F. D. Sheffield. „Experiments on Mass Communication”, vol. 3. Princeton, N.J., „Prinston University Press”, 1948, chap. 8.
7 Более 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.
8 См.: Thomas S. Robertson. „Innovative Behavior and Communication”. N. Y., „Holt, Rinehart & Winston”, 1971, chap. 9.
9 CM,: Philip Kotler. „Atmospherics as a Marketing Tool ”. — Journal of Retailing, Winter 1973/74, p. 48 —64.
10 P.P. Lazarfeld, B. Berelson and H. Gaudet. „The People's Choice”, 2d ed. N. Y., „Columbia University Press”, 1948, p. 151.
11 Herbert C. Kelman and Carl I. Hovland. „Reinstatement of the Communication inDelayed Measurement of Opinion Change”. — Journal of Abnormal and Social Psychology, 48, 1953, p. 327 —335. ”. — Fortune, December 1956, p. 123.
13 Albert Wesley Frey. „How Many Dollars for Advertising”. N.Y., „Ronald Press”, 1955,p. 65.
14 Ibid., p. 49.
15 См.: 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.
16 См.: Sidney J. Levy. „Promotional Behavior”. Glenview, ІІІ., „Scott, Foresman”, 1971, chap. 4. 17 Ibid.
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
1 Bob 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.»
3 См.: Russell H. Colley. „Defining Advertising Goals for Measured Advertising Results”. N. Y., Association of National Advertisers, 1961.
4 См.: William L. Wilke and Paul W. Farris. „Comparison Advertising: Problem and Potential”. — Journal of Marketing, October 1975, p. 7 —15.
5 См.: Russell L. Ackoff and James R. Emshoff. „Advertising Research at AnheuserBusch; Inc. (1963 —1968).” — Sloan Management Review, Winter 1975, p. 1—15.
6 John C. Maloney. „Marketing Decisions and Attitude Research”. — „Effective Marketing Coordination”, ed. George L. Baker, Jr. Chicago, American Marketing Association, 1961, p. 595 —618.
7 Dik Warren Twedt. „How to Plan New Products, Improve Old Ones, and Create Better Advertising”. — Journal of Marketing, January 1969, p. 53 —57.
8 См.: William A. Mindak and H. Malcolm Вуbee. „Marketing's Application to Fund Raising”. — Journal of Marketing, July 1971, p. 13 —18.
9 См.: L. Greenland. „Is This the Era of Positioning?” — Advertising Age, May 29, 1972.
10 Philip H. Dougherty. «Bad ‘Pulses’ the Market». — New York Times, February 18, 1975, p. 40.
11 См.: David B.Montgomery and Alvin J. Silk. „Estimating Dynamic Effects of Market Communications Expenditures”. — Management Science, June 1972, p. 485 —501.
12 См. 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.
13 См.: Roger A. Strang. „Sales Promotion — Fast Growth, Faulty Management”. — Harvard Business Review, July-August 1976, p. 115 —124.
14 Ibid., p. 116 —119.
15 См.: 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.
16 Strang. „Sales Promotion”, p. 124.
17 Большинство 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.
18 Более подробно об этом можно прочесть в работе: Carl-Magnus Seipel. „Premiums — Forgotten by Theory”. — Journal of Marketing, April 1971, p. 26 —34.
19 См.: Fred. C. Allvine. „The Future for Trading Stamps and Games”. — Journal of Marketing, January 1969, p. 45 —52.
20 См. „Our L'eggs Fit Your Legs”. — Business Week, March 27, 1972.
21 См.: Walter A. Gaw. „Specialty Advertising”. Chicago, Specialty Advertising Association, 1970.
22 См.: Suzette Cavanaugh. „Setting Objectives and Evaluating the Effectiveness Of Trade Show Exhibits”. — Journal of Marketing, October 1976, p. 100 —105.
23 Rusell D. Bowman. „Merchandising and Promotion Grow Big in Marketing World”. — Advertising Age, December 1974, p. 21.
24 См.: Strang. „Sales Promotion”, p. 120.
25 См.: 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
1 Michael Waldholz. «How a 'Detail Man' Promotes New Drugs to Tennessee Doctors». — Wall Street Journal, November 8, 1982.
2 Robert N. McMurry. „The Mystique of Super-Salesmanship”. — Harvard Business Review, March-April 1961, p. 114.
3 См.: 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.
[40] Roger M. Pegram. „Selling and Servicing the national Account”. N. Y., Conference
Board, 1972,
[41] William 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.
[42] См.: Walter J. Talley. „How to Design Sales Territories”. — Journal of Marketing, January 1961, p. 7—13.
[43] См.: Marketing News, February 5, 1982, p. 1.
8 Обследование проводилось нью-йоркским «Клубом руководителей служб сбыта», а о его результатах было рассказано в журнале Business Week, February 1, 1964, о. 52. 9 McMurry. „Mystique of Super — Salesmanship”, p. 117.
10 Ibid., p. 118.
11 David 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.
13 Рассказ 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.
14 Mark 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
1 Melville С. Branch. „The Corporate Planning Process”. N. Y., American Management Association, 1962, p. 48 —49.
2 См.: 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,
[44] См.: Philip Kotler. „A Guide to Gathering Expert Estimates”. — Business Horizons, October 1970, p. 79—87.
[45] См.: Philip Kotler. „Marketing Decision Making”. N.Y., „Holt, Rinehart & Winston”, 1971.
[46] Более 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.
[47] Об 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.
[48] Основной материал см. в книге: Donald R.Longman and Michael Schiff. „Practical Distribution Cost Analysis”. Homewood, ІІІ. Richard D. Irwin”, 1955.
[49][50] Более 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
1 Написано автором на основе следующих материалов „Brazil: Campbell Soup Fails to Make It to the Table”. — Business Week, October 12, 1981; „Brazil: Gerber Abandons a Baby—Food Market”. — Business Week, February 8, 1982.
2 См.: „The Reluctant Exporter”. — Business Week, April 10, 1978, p. 54—66.
3 Bureau of Economic Analysis, U. S. Department of Commerce.
4 См.: Warren J. Keegan. „Multinational Product Planning: New Myths and Old Realities” — „Multinational Product Management”. Cambridge, Mass., Marketing Science Institute, 1976, p. 18.
5 Система оценки политической стабильности разных стран приводится в работе: F.T. Наnеr. „Rating Investment Risks Abroad”. —Business Horizons, April 1979, p. 18 —23.
6 Дополнительные примеры подобного рода можно найти в работе: David A. Ricks, Marilyn Y.С. Fu and Jeffery S. Arpan. „International Business Blunders”. Columbus, Ohio, „Grid”, 1974.
7 I gal Ayal and Jehiel Zif. „Market Expansion Strategies in Multinational Marketing”. — Journal of Marketing, Spring 1979, p. 84 —94.
15 Описание систем распределения ряда стран приводится в статье WadiNambiaratchi. „Channels of Distribution in Developing Economies”. — Business Quarterly, Winter 1965, p. 74—82.
16 Более подробно об этом см. в статье: Arieh Goldman. „Outreach of Consumers and the Modernization of Urban Food Retailing in Developing Countries”. — Journal of Marketing, October 1974, p. 8—16.
17 Yoram Wind, Susan P. Douglas, Howard V. Perlmutter. „Guide—lines for Developing International Marketing Strategies”. — Journal of Marketing, April 1973, p. 14—23.
Глава 19. Маркетинг услуг и маркетинг в сфере некоммерческой деятельности
1 „Services Grow While the Quality Shrinks”. — Business Week, October 15, 1971, p. 50.
2 Хороший подробный рассказ о системе контроля качества, практикуемой сетьюотелей «Мариотт», содержится в статье: G. M. Hostage. „Quality Control in a Service Business”. — Harvard Business Review, July-August 1975, p. 98—106.
3 См.: W. Earl Sasser „Match Supply and Demand in Service Industries”. — Harvard Business Review, November-December 1976, p. 133—140.
4 См.: Dan R. E. Thomas. „Strategy is Different in Service Businesses”. — Harvard Business Review, July-August 1978, p. 161.
5 См.: Daniel T. Carroll. „Ten Commandments for Bank Marketing”. — Bankers Magazine, Autumn 1970, p. 74—80; а также G. Lynn Shostack. „Banks Sell Services — Not Things”. — Bankers Magazine, Winter 1977, p. 40—45.
6 Public Relations News, October 27, 1947.
7 Обоснование этого довода см. в статье: Philip Kotler and William Mindak. „Marketing and Public Relations”. — Journal of Marketing, October 1978, p. 13—20.
8 О других способах маркетинга услуг специализированной организации обслуживания см.: Philip Kotler and Richard A. Connor, Jr. „Marketing Professional Services”. — Journal of Marketing, January 1977, p. 71—76.
9 Carol Oppenheim. „Bucky Dent: the Selling of a Sudden Superstar”. —Chicago Tribune, December 16, 1978, sec. 2, p. 1.
10 „In the Groove at Mercury Records”. — Chicago Daily News, October 16, 1976.
11 John E. Cooney. „Eddie Fisher Discovers That Regaining Fame Is a Daunting Goal?” — Wall Street Journal, February 20, 1978, p. 1.
12 Theodore White. „The Making of the President 1960”, N.Y., „Atheneum”, 1961, а также Joe McGinness. „The Selling of the President 1968”. N.Y., „Trident Press”, 1969.
13 См.: E. Glick. „The New Methodology”. Washington D.C., American Institute for Political Communication, 1967, p. 1; Philip Kotler and Neil Коtler. „Business Marketing for Political Candidates”. — Campaigns and Elections, Summer 1981, p. 24—33.