КОТЛEР Ф ОСНОВЫ МАРКEТИНГА М ИМА-КРОСС ПЛЮС 1995 702 С 21

3 Patrick J. Robinson, Charles W. Paris and Yoram Wind. "Industrial Buying and Creative Marketing". Boston, "Allyn & Bacon", 1967.
4 Webster and Wind. Op. cit., p. 6.
5 Ibid., p. 78-80.
6 См.: Murray Harding. "Who Really Makes the Purchasing Decision?" - Industrial Marketing, September 1966, p. 76. Дальнейшее развитие эта точка зрения получила в работе: Ernest Dichter. "Industrial Buying is Based on Same "Only Human" Emotional Factors that Motivate Consumer Market's Housewife". - Industrial Marketing, February 1973, p. 14-16.
7 Webster and Wind. Op. cit, p. 33-37.
8 Robinson, Faris and Wind. Op. cit., p. 14.
9 Albert W. Frey. "Marketing Handbook", 2d ed. N.V., "Ronald Pres", 1965, p. 21.
10 См.: Leonard Groeneveld. "The Implications of Blanket Contracting for Industrial Purchasing and Marketing". - Journal of Purchasing, November 1972, p. 51-58; H. Lee Mathews, David T. Wilson and Klaus Backhaus. "Selling to the Computer Assisted Buyer". - Industrial Marketing Management, 6, 1977, p. 307-315.
11 См.: Stanley E. Cohen. "Looking in the U.S. Government Market". - Industrial Marketing, September 1964, p. 129-138.
12 См. "Out of the Maze". - Sales and Marketing Management, April 9, 1979.

Глава 7. Сегментирование рынка,
выбор целевых сегментов и позиционирование товара.
1 Написано автором на основе: "Coke's Big Marketing Blitz". - Business Week, May 30, 1983, p. 58-64.
2 CM. "R.J. Reynolds Stops a Slide in Market Share". - Business Week, January 26, 1976, p. 92.
3 CM. "Can the Baby Toy Market be Segmented 12 Ways?" - Business Week, February 14, 1977, p. 62.
4 См.: Joseph T. Plummer. "Life Style Patterns: New Constraint for Mass Communications Research". - Journal of Broadcasting, Winter 1971/72, p. 79-89.
5 Цитируется по: Franklin B. Evans. "Psychological and Objective Factors in the Prediction of Brand Choke; Ford Versus Chevrolet". - Journal of Business, October 1959, p. 340-369.
6 Ralph Westfall. "Psychological Factors in Predicting Product Choice". - Journal of Marketing, April 1962, p. 34-40.
7 См.: Shirley Young. "The Dynamics of Measuring Unchange". - "Attitude Research in Transition". Ed. Russell I. Haley. Chicago, American Marketing Association, 1972, p. 61-82.
8 См.: Russell L. Ackoff and James R. Emshoff. "Advertising Research at Anheuser-Busch. Inc. (1968-1974)". - Sloan Management Review, Spring 1975, p. 1-15.
9 См.: Daniel Yankelovich. "New Criteria for Market Segmentation". - Harvard Business Review, March-April 1964, p. 85.
10 Frank M. Bass, Douglas J. Tigert and Ronald T. Lonsdale. "Market Segmentation: Group versus Individual Behavior". - Journal of Marketing Research, August 1968, p. 276.
11 За основу взята классификация из серии статей: George H. Brown. "Brand Loyalty - Fact or Fiction" - Advertising Age, June 1952 - January 1953.
12 Более подробно о переменных сегментирования рассказано в работе: Ronald Frank, William Massy, and Yoram Wind. Market Segmentation, Englewood Cliffs, N.J., Prentice-Hall, 1972.
13 См.: Wendell R. Smith. "Product Differentiation and Market Segmentation as Alternative Marketing Strategies". - Journal of Marketing, July 1966, p. 3-8; Alan A. Roberts. "Applying the Strategy of Market Segmentation". - Business Horizons, Fall 1961, p. 65-72.
14 Natalie McKelvy. "Shoes Make Edison Brothers a Big Name". - Chicago Tribune, February 23, 1979, Sec. 5, p. 9.
15 R. William Kotrba. "The Strategy Selection Chart". - Journal of Marketing, July 1966, p. 22 -25.
16 К подобным схемам следует относиться с осторожностью, поскольку в них отражены усредненные представления и не все клиенты воспринимают товары именно таким образом.

Глава 8. Разработка товаров:
товары, товарные марки, упаковка, услуги
1 См. "Marketing Definitions: A Glossary of Marketing Terms", complied by the Committee on Definitions of the American Marketing Association. Chicago, American Marketing Association, 1960.
2 О комплектных продажах рассказано в гл. 6.
3 См.: Наrреr W. Boyd, Jr. and Sidney J.Levy. "New Dimensions in Consumer Analysis". - Harvard Business Review, November-December 1963, p. 129-40.
4 Theodore Levitt. "The Marketing Mode". N. V., "McGraw-Hill", 1969, p. 2.
5 Все три определения приводятся в "Marketing Definitions ..." Op. cit.
6 Первые три определения можно найти в "Marketing Definitions ..." Op. cit. Более подробно об этой классификации см.: Richard H. Holton. "The Distinction between Convenience Goods, Shopping Goods and Specialty Goods". - Journal of Marketing, July 1958, p. 53-56; Gordon E. Miracle. "Product Characteristics and Marketing Strategy". - Journal of Marketing, January 1965, p. 18-24.
7 Первые четыре определения можно найти в "Marketing Definitions..." Op. cit.
8 См.:ВШ Paul. "It Isn't Chicken Feed to Put Your Brand on 78 Million Birds". - Wall Street Journal, May 13, 1974, p. 1.
9 "Research Suggests Consumers Will Increasingly Seek Quality". - Walt Street Journal, October 15, 1981, p. 1.
10 См.: Theodore R. Gamble.,,Brand Extension". - "Plotting Marketing Strategy", ed. Lee Adler. N. Y., "Simon & Schuster", 1967, p. 170-171. Примеры более позднего времени приводятся в статье: "Name Game". - Time, August 31, 1981, p. 41-42.
11 См.: Robert W. Young. "Multibrand Entries". Adler. "Plotting Marketing Strategy", p. 143-164.
12 CM. "General Foods - Post Division (B)". Case M-102, Havard Business School, 1964.
13 "Product Tryouts: Sales Tests in Selected Cities Help Trim Risks of National Marketing". - Wall Street Journal, August 10, 1962, p. 1.
14 Peter G. Banting. "Customer Service in Industrial Marketing: A Comparative Study". - European Journal of Marketing 10, № 3, 1976, p. 140.
15 См.: Ralph S. Alexander and Thomas L. Berg. "Dynamic Management in Marketing". Homewood, 111., "Richard D. Irwin", 1965, p. 419-428.
16 См.: Benson P. Shapiro. "Industrial Product Policy: Managing the Existing Product Line". Cambridge, Mass., Marketing Science Institute, 1977, p. 9-10.
17 Это определение приводится в "Marketing Definitions..."Op. cit.

Глава 9. Разработка товаров: подход к разработке
новых товаров и проблемам жизненного цикла товаров
1 Написано автором по материалам заметок профессора Гарольда У. Фокса, а также на основе статей: "Р & G's Aren't Chips Of the Old Spud, Bit They Are Selling". - Wall Street Journal, March 28, 1974 и "In Spite of Huge Losses, Procter & Gamble Tries Once More to Revive Pringle's Chips". - Wall Street Journal. October 7, 1981.
2 David S. Hopkins and Earl L. Bailey. "New Product Pressures". - Conference Board Record, June 1971, p. 16-24. ,
3 См.: Edward M. Tauber. "Forecasting Sales Prior to Test Market". - Journal of Marketing, January 1977, p. 80-84, а также Robert Blattberg and John Golanty. "Tracker: An Early Test Market Forecasting and Diagnostic Model for New Product Planning". - Journal of Marketing Research, May 1978, p. 192-202.
4 См.: Roger A. Kerin, Michael O. Harvey and James T. Rothe. "Cannibalism and New Product Development". - Business Horizons, October 1978, p. 25-31.
5 Philip Kotler and Gerald Zaltman. "Targeting Prospects for a New Product". - Journal of Advertising Research, February 1976, p. 7-20.
6 William E. Cox, Jr. "Product Life Cycles as Marketing Models". - Journal of Business, October 1967, p. 375-384.
7 Robert D. Buzzell. "Competitive Behavior and the Product Life Cycle in New Ideas for Successful Marketing", ed. John S. Wright and Jac L. Goldstucker. Chicago, American Marketing Association, 1966, p. 51.
8 Ibid., p. 51.
9 Ibid., p. 52.
10 Для проведения такого анализа используют несколько разных методик. См.: Philip Kotler. "Phasing out Weak Products". - Harvard Business Review, March - April 1965, p. 107-18, а также Paul W. Hamelman and Edward M. Mazze. "Improving Product Abandonment Decisions". - Journal of Marketing, April 1972, p. 20-26.
11 Более подробно о концепции жизненного цикла товара можно прочесть в следующих работах: Theodore Levitt. "Exploit the Product Life Cycle". - Harvard Business Review, November-December 1965, p. 81-94; Nariman K. Dhalla and Sonia Yuspeh. "Forget the Produkt Life Cycle Concept". - Harvard Business Review, January - February 1976, p. 102-112. См. также отдельный раздел, в который включены статьи, касающиеся проблем жизненного цикла товара, в осеннем номере Journal of Marketing за 1981 год.

Глава 10. Установление цен на товары:
задачи и политика ценообразования
1 Philip Kotler. "Marketing for Nonprofit Organizations". Englewood Cliffs, N.J., "Prentice-Hall", 1982, p. 303-304.
2 David J. Schwartz. "Marketing Today: a Basic Approach", 3d ed. N.Y., "Harcourt Brace Jovanovich", 1981, p. 271.
3 "Departmental Merchandising and Operating Results of 1965". N.Y., National Retail Merchants Association, 1965.
4 Lee E. Preston. "Profits, Competition and Rules of Thumb in Retail Food Pricing". Berkeley University of California Institute of Business and Economic Research, 1963, p. 31.
5 Ibid., p. 29-40.
6 См.: Daniel A. Nimer. "Pricing the Profitable Sales Has a Lot to Do With Perception". - Scales Management, May 19, 1975, p. 13-14.
7 Более подробно об этом см. в статье: Edward R. Hawkins. "Price Policies and Theory". - Journal of Marketing, January 1954, p. 233-240.

Глава 11. Установление цен на товары:
подходы к проблеме ценообразования
1 См.: Joel Dean. Hall", " Managerial Economics". Englewood Cliffs, N.J., "Prentice-Hall", 1951, p. 420 ff.
2 См.: George Sligler. "The Theory of Price", rev. ed. N.Y., "Macmillan", 1952, p. 215 ff.
3 См.: "Flexible Pricing". - Business Week, December 12, 1977, p. 78-88.
4 CM. "Pricing Strategy in an Inflation Economy". - Business Week, April 6, 1974, p. 43-49.
5 Norman H. Fuss, Jr. "How to Raise Prices - Judiciously - to Meet Today's Conditions". - Harvard Business Review, May-June 1975, p. 10 f.
6 Прекрасный обзор дается в работе: Kent В. Мonroe. "Buyers' Subjective Perceptions of Price". - Journal of Marketing Research, February 1973, p. 70-80.
7 Alfred R. Oxenfeldt. "Pricing for Marketing Executives". San-Francisco, "Wadsworth", 1961, p. 28.

Глава 12. Методы распространения товаров:
каналы распределения и товародвижения
1 Написано автором на основе: Russell Leavitt. "Billions in Blossoms". - Fortune, May 18, 1981, p. 68-75.
2 Перечни подобного рода приводятся также в работах: Edmund D. McGarry. "Some Functions of Marketing Reconsidered". - "Theory in Marketing", ed. Reavis Cox and Wroe Alderson. Homewood, 111., "Richard D. Irwin", 1950, p. 269-273, а также Louis P. Bucklin. "A Theory of Distribution Channel Structure". Berkeley, Institute of Business and Economic Research, University of California, 1966, p. 10-11.
3 Ronald Abler, John S. Adams and Peter Gould. "Spatial Organization: the Geographer's View of the World". Englewood Cliffs, N. J., "Prentice-Hall", 1971, p. 531-532.
4 William G. Zikmund and William J. Stanton. "Recycling Solid Wastes: a Channels - of - Distribution Problem". - Journal of Marketing, July 1971, p. 34.
5 Bert C. McCammon, Jr. "Perspectives for Distribution Programming" -"Vertical Marketing Systems", ed. Louis P. Bucklin. Clenview, ІІІ. "Scott Foresman", 1970, p. 32-51.
6 Ibid., p. 45.
7 См.: Robert E. Weigand. "Fit Products and Channels to Your Markets". - Harvard Business Review, January-February 1977, p. 95-105.
8 О работе дистрибьюторов товаров промышленного назначения можно прочесть в статье: Frederick E. Webster, Jr. "The Role of Industrial Distributor". - Journal of Marketing, July 1976, p. 10-16.
9 См.: Bert Rosenbloom. "Marketing Channels: a Management View". Hinsdale, III, "Dryden Press", 1978, p. 192-203.
10 См.: McCammon. Perspectives for Distribution Programming, p. 43.
11 См.: В. J. LaLonde and P. H. Zinszer. "Customer Service: Meaning and Measurement". Chicago, National Council of Physical Distribution Management, 1976.
12 См.: Jurgen F. Ringer and Charles D. Howell. "The Industrial Engineer and Marketing" -"Industrial Engineering Handbook"(2d ed.), ed. Harold Bright Maynard. N.Y., "McGraw-Hill", 1963, p. 10, 102-103.

Глава 13. Методы распределения товаров:
розничная и оптовая торговля.
1 Liz Roman Gallese. The Cheese at Spag's Is Next to the Rugs - Over by the Golf Balls" - Wall Street Journal, January 28, 1983, p. 1; "The Discount Twist in Suburban Shopping Malls". - Business Week, July 7, 1980, p. 94-96; Walteг МсQuade. "The Man Who Makes Millions on Mistakes". - Fortune, September 6, 1982, p. 106-116; John Merwin. "Lemons to Lemonade". - Forbes, August 30, 1982, p. 60-61.
2 "Statistical Abstract of U.S.", 1982-1983.
3 "Standard and Poor's Industry Surveys". - Retailing, June 1983.
4 John Dennis McDonald. "The Game of Business", N. Y., "Doubleday", 1975, p. 102.
5 Phyllis Berman. "Too Big for Miracles". - Forbes, June 15, 1977, p. 26.
6 Ernest Samhaber. "Merchants Make History". N. Y., "Harper & Row", 1964, p. 345-348.
7 Цитируемая часть определения взята из работы: Walter J. Salmon, Robert D. Buzzell, Stanton G. Cort, and Michael R. Pearce. "The Super Store - Strategic Implications for the Seventies". Cambridge, Mass., Marketing Science Institute, 1972, p. 83.
8 См. "Supermarkets Eye The Sunbelt". - Business Week, September 27, 1976, p. 61,
9 "Standard and Poor's Industry Surveys". - Retailing, June 1983.
10 Salmonetal. "The Super Store", p. 4.
11 Перечень особенностей в слегка измененном виде взят из работы: Ronald R. Gist. "Retailing Concepts and Decisions". N.Y., "John Wiley", 1968, p. 45-46.
12 "Standard and Poor's Industry Surveys". - Retailing, June 1983.
13 См.: Jonathan N. Goodrich and Jo Ann Hoffman. "Warehouse Retailing: The Trend of the Future". - Business Horizons, April 1979, p. 45-50.
14 "Catalog Showroom Hot Retailer". - Chicago Tribune, December 6, 1978, Sec. 4, p. "Standard and Poor's Industry Surveys". - Retailing, June 1983.
15 Leo Bogart. "The Future in Retailing". - Harvard Business Review, November-December 1973, p. 26.
16 Belden Menkus. "Remote Retailing a Reality by 1985? " - Chain Store Age Executive, September 1975, p. 42.
17 "Millions by Mail". - Forbes, March 15, 1976, p. 82.
18 Прекрасный материал о методах и приемах "директ мейл" можно найти в работе: Bob Stone. "Successful Direct Marketing Methods", 2nd, rev. ed. Chicago, "Grain Books", 1979.
19 См.: G. R. Schreiber. "A Concise History of Vending In the U.S.A". Chicago, "Vend", 1961, p. 9.
20 См.: "How the 'New Sell' is Raking in Billions". - U. S. News & World Report, May 8, 1978, p. 74-75.
21 См.: Ronald R. Gist. "Marketing and Society: Text and Cases", 2nd ed. Hinsdale, ІІІ., "Dryden Press", 1974, p. 334.
22 См.: Rollie Tillman. "Rise of the Conglomerchant". - Harvard Review, November-December 1971, p. 44-51.
23 См.: Phyllis Berman. "Melville, Corp.: Discounting with a Diflerence". - Forbes, April 16, 1979, p. 93-94.
24 Это определение, данное Институтом градостроительства, приводится в работе: Roger A. Dickinson. "Retail Management: a Channels Approach". Belmont, Calif. "Wadsworth", 1974, p. 9.
25 David Elsner. "Shopping Center Boom Appears to Be Fading Due to Oberbuilding". - Wall Street Journal, September 7, 1976, p. 1.
26 Menkus. "Remote Retailing", p. 42.
27 Более подробно об этом см. также: Philip Kotler. "Atmospherics as a marketing Tool". - Journal of Retailing, Winter 1973/74, p. 48-64.
28 Harold Haydon. "Galleries: a Little Push Is Better That Too Much or No Promotion at All". - Chicago Sun-Times, October 30, 1970, p. 55.
29 См.: David A. Revzan. "Wholesaling in Marketing Organization". N. Y., "John Wiley", 1961, p. 10-11.
30 См. "Statistical Abstract of U.S", 1982-1983.

Глава 14. Продвижение товаров:
стратегия коммуникации и стимулирования
1 Написано авторами по материалам проспекта фирмы "Пицца инн".
2 За исключением определения понятия "стимулирование сбыта", все остальные заимствованы из: "Marketing Definitions: a Glossary of Marketing Terms". Chicago, American Marketing Association, 1960. В понятие "стимулирование сбыта" Американская ассоциация маркетинга помимо поощрительных программ включает такие средства распространения маркетинговой информации, как экспозиции, показы, выставки и демонстрации, которые можно скорее классифицировать как формы рекламы, личной продажи или пропаганды. Некоторые теоретики маркетинга предлагают дополнить в качестве пятой составляющей комплекса стимулирования "упаковку", тогда как другие рассматривают ее как одну из составных частей товара.
3 См.: Michael L. Ray and William L. Wilkie. "Fear: the Potential of an Appeal Neglected by Marketing". - Journal of Marketing, January 1970, p. 55-56; Brian Sternthal and C. Samuel Craig. "Feal Appeals Revisited and Revised". - Journal of Consumer Research, December 1974, p. 22-34.
4 Brian Sternthal and C. Samuel Craig. "Humor in Advertising". - Journal of Marketing, October 1973, p. 12-18.
5 Carl I. Hovland and Wallace Mandell. "An Experimental Comparison". - Journal of Abnormal and Social Psychology, July 1952, p. 581-588.
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 in Delayed 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 Anheuser-Busch; 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.
4 Roger M. Pegram. "Selling and Servicing the national Account". N. Y., Conference Board, 1972,
5 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.
6 См.: Walter J. Talley. "How to Design Sales Territories". - Journal of Marketing, January 1961, p. 7-13.
7 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,
4 Полезные сведения о постановке задач можно почерпнуть в работе Charles H. Granger. "The Hierarchy of Objectives". - Harvard Business Review, May-June 1964, 63 -74.
5 H. Igor Ansoff. "Strategies for Diversification". - Harvard Business Review, September-October 1957, p. 113 -124.
6 Примеры 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.
7 См.: Russell Ackoff and James R. Emshoff. "Advertising Research at Anheuser-Busch". - Sloan Management Review, Winter 1975, p. 1 -15.
8 См.: Philip Kotler. "A Guide to Gathering Expert Estimates". - Business Horizons, October 1970, p. 79-87.
9 См.: Philip Kotler. "Marketing Decision Making". N.Y., "Holt, Rinehart & Winston", 1971.
10 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.
11 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.
12 Основной материал см. в книге: Donald R.Longman and Michael Schiff. "Practical Distribution Cost Analysis". Homewood, ІІІ. Richard D. Irwin", 1955.
13 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.
8 James K. Sweeney. "A Small Company Enters the European Market". - Harvard Business Review, September-October 1970, p. 127 -128.
9 См.: David S.R. Leighton. "Deciding When to Enter International Markets" - "Handbook of Modern Marketing", ed. Victor P. Вuell. N.Y., "McGraw-Hill". 1970, p. 23 -28.
10 Рассказ о стратегиях выхода построен в основном на материалах книги: Gordon E. Miracle and Gerald S Albaum. "International Marketing Management". Homewood, ІІІ., "Richard D. Irwin", 1970, chaps. 14-16.
11 Warren J. Keegan. "Multinational Product Planning: Strategic Alternatives". - Journal of Marketing, January 1969, p. 58-62.
12 Lоuis T. We11s, Jr. "A Product Life Cycle for International Trade?" - Journal of Marketing, July 1968, p. 1-6.
13 См.: Miracle and Albaum. "International Marketing Management", p. 317-319.
14 См.: William D. Hartley. "How to Do It: Cumbersome Japanese Distribution System Stumps U.S. Concerns". - Wall Street Journal, March 2, 1972, p. 1, 8.
15 Описание систем распределения ряда стран приводится в статье Wadi-Nambiaratchi. "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 сетью отелей "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.
14 Рассказ о маркетинге "города-новостройки" Вудлендса в штате Техас приводится в работе: Betsy D. Gelb and Ben M. Enis. "Marketing a City of the Future". - "Marketing is Everybody's Business". Santa Monica Calif., "Goodyear", 1977.
15 См.: Scott Cutlip and Allen H. Center. "Effective Public Relations". 3d ed. Englewood Cliffs, N.J., "Prentice-Hall", 1964, p. 10.
16 См.: Philip Kotler and Gerald Zaltman. "Social Marketing: An Approach to Planned Social Change". - Journal of Marketing, July 1971, p. 3-12.
17 См.: Eduardo Roberto. "Strategic Decision - Marking in a Social Program: The Case of Family - Planning Diffusion". Lexington, Mass., "Lexington Books", 1975.
18 См.: Karl E. Henion II. "Ecological Marketing". Columbus, Ohio, "Grid", 1976.

Глава 20. Маркетинг и общество
1 По материалам работы: Peter Т. Hutchinson, Don E. Parkinson and Charles B. Weinberg. "Water Conservation in Palo Alto". - Christopher H. Lovelock and Charles B. Weinberg, eds. "Cases in Public and Nonprofit Marketing". Palo Alto, Calif., "Scientific Press", 1971, p. 183-196.
2 Paul W. Stewart and J. Frederick Dewhurst with Louis Field. "Does Distribution Cost Too Much?" N.Y., Twentieth Century Fund, 1939.
3 Jessica Mitford. "The American Way of Death". N.Y., "Simon & Scruistcr", 1963.
4 "Rattles, Pings, Dents, Leaks, Creaks - And Costs". - Newsweek, November 25, 1968, p. 92.
5 Ibid.
6 "The Breakfast of Fatties?" - Chicago Today, July 24, 1970.
7 Gerald В. Та1lman. "Planned Obsolescence as Marketing and Economic Policy ". - "Advancing Marketing Efficiency", ed. L. H. Stockman. Chicago, American Marketing Association, 1958, p. 27-39.
8 David Caplovitz. "The Poor Pay More". N.Y., "Free Press", 1963.
9 Речь, произнесенная на юридическом факультете Университета им. Вандербильта и опубликованная в журнале "Маркетинг ньюс", август 1, 1968, с. 11, 15.
10 Там же.
11 Более подробно об этом см. в книге: Alan R. Andreasen. "The Disadvantaged Customer". N. Y., "Free Press", 1975.
12 John Kenneth Galbraith. "The Affluent Society". Boston, "Houghton Mifflin", 1958, p. 255.
13 Из рекламного объявления журнала "Факт", который сам не принимает рекламы.
14 Mark Hanan. "Corporate Growth through Venture Management". - Harvard Business Review. January - February, 1969, p. 44.
15 "FTC v. Procter & Gamble, 386 U.S. 568" (1967).
16 См.: Morris Adelman. "The A & P Case: A Study in Applied Economic Theory". - Quarterly Journal of Economics, May 1949, p. 238.
17 Более подробно об этом см. в работе: Philip Kotler. "What Consumerism Means for Marketers". - Harvard Business Review, May-June 1972, p. 48-57, а также в работе Paul N. Bloom and Stephen A. Greyser. "The Maturing of Consumerism". - Harvard Business Review, November-December 1981, p. 130-139.
18 Rachel Carson. "Silent Spring". Boston, "Houghton Mifflin", 1962.
19 Paul R. Ehrlich and Ann H. Ehilich. "Population, Resources, Environment: Issues in Human Ecology". San Francisco, "W. H. Freeman", 1970.
20 Donnella H. Meadows, Dennis L. Meadows, Jorgen Randers, and William H. Behrens ІІI. "The Limits to Growth". N.Y., "Universe Books", 1972.
21 Высказывание Гордона О. Персона приводится в том виде, как оно цитируется в статье: "Flavored Algae from the Sea?" - Chicago Sun-Times, February 3, 1965, p. 54.
22 Earl L. Bailey. "Formulating the Company's Marketing Policies: a Survey". N. Y., Conference Board, Experiences in Marketing Management, 1968, № 19, p. 3.

Именной указатель

Абрамишвили Г. Г.
Ансофф И.

Бартон П.
Боргатти-мл. Э.
Бранч М.

Ванамейкер Дж
Вестфолл Р.
Вильсон В.
Война В. А
Вэр И.
Вэр К.

Гаррисон Р.
Герман П.
Горбачев М. С.
Григорьев М.
Гринберг Г.

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