Жанр: Экономика
Основы маркетинга
..., 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
' 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 RonaldAbler, John S. Adams and PeterGould. "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 a/Marketing, July 1971, p. 34.
'Bert C. McCammon, Jr. "Perspectives for Distribution Programming"
"Vertical Marketing Systems", ed. Louis P. Bucklin. Clenview, 111. "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,
111., "Dryden Press", 1978, p. 192-203.
10 См.: McCammon. Perspectives for Distribution Programming, p. 43.
" См.: B.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.
розничная и оптовая торговля.
' LizRomanGallese. The Cheese at Spag's Is Next to the Rugs Over by the Golf
Balls" Wall Street Journal, January 2d, 1983, p. 1; "The Discount Twist in Suburban
Shopping Malls". -Business Week, July 7, 1980, p. 94-96; WalterMcQuade. "The Man
Who Makes Millions on Mistakes". -Fortune, September 6, 1982, p. 106-116; John
Merwin. "Lemons to Lemonade".-Fortes, 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 JohnDennisMcDonald. "The Game of Business", N.Y., "Doubleday", 1975,
p. 102.
5 Phyllis Berman. "Too Big for Miracles". -Forbes, June 15, 1977, p. 26.
6 ErnestSamhaber. "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 Salmon et al. "The Super Store", p. 4.
' ' Перечень особенностей в слегка измененном виде взят из работы: R о n a I d 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 H о ffman. "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.
12; "Standard and Poor's Industry Surveys".-Retailing, June 1983.
15 Leo Bogart. "The Future in Retailing".- Harvard Business Review, NovemberDecember
1973, p. 26.
16 Belden Menkus. "Remote Retailing a Reality by 1985?"-САаот Store Age
Executive, September 1975, p. 42.
17 "Millions by ЬЛяи".-Forbes, March 15, 1976, p. 82.
18 Прекрасный материал о методах и приемах "директ меил" можно найти в
работе: Bob Stone. "Successful Direct Marketing Methods", 2nd, rev. ed. Chicago,
"Crain 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, 111., "Dryden Press", 1974, p. 334.
22 См.: Rollie Tillman. "Rise of the Conglomerehant".- Harvard Business Review,
November-December 1971, p. 44-51.
23 См.: Phyllis Berman. "Melville, Corp.: Discounting with a Difference".-
Forhes, 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 Too}".-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.: DavidA.Revzan. "Wholesaling in Marketing Organization". N.Y., John
Wiley", 1961, p. 10-11.
30 См. "Statistical Abstract of U.S.", 1982-1983.
стратегия коммуникации и стимулирования
' 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 С. 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, 111., "Dryden Press", 1978, p.
346-348.
8 См.: Thomas S.Robertson. "Innovative Behavior and Communication". N.Y.,
"Holt, Rinehart & Winston", 1971, chap. 9.
9 См.: Philip Kotler. "Atmospherics as a Marketing Tool". -Journal of Retailing,
Winter 1973/74, p. 48-64.
10 P.F. Lazarfeld, B. Berelson and H. G a u d e t. "The People's Choice", 2d ed.
N.Y., "Columbia University Press", 1948, p. 151.
" Herbert С. 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.
12 Цитируется в статье: Daniel Seligman. "How Much for Advertising?" -
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. .- "How to Plan
Media Strategy". American Association of Advertising Agencies, 1957 Regional Convention,
p. 41-52.
16 См.: Sidney J. Levy. "Promotional Behavior". Glenview, 111., "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.
реклама, стимулирование сбыта и пропаганда
' Bob Spitz. "Caution: Men at Work on Men at Work".-Esquire, July 1983, p.
105-109; К urt Lode г. "Men at Work: Out to Lunch". -Rolling 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.WiIke and Paul W.Farris. "Comparison Advertising:
Problem and Potential". -Journal of Marketing, October 1975, p. 7-15.
5 См.: Russell L.Ackoffand 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. MindakandH. Malcolm В у bee. "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.
п 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.BuzzeIl. "E.L 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".
- Яагиа/ч/ 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 S i e g I e r. "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 a/Marketing, April 1971, p. 26-34.
19 См.: Fred. С. 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". - Hari-drd
Business Review, November-December 1972.
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.McMurr у. "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. P о s n e r. "Making the Major
Sale".-Harvard Business Review, March-April 1976, p. 68-78.
6 См.: Walter J. Та lie у. "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, р. 52.
9 McMurry. "Mystique of Super-Salesmanship", p. 117.
10 Ibid., p. 118.
" 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.
E.Crissy, William H. Cunningham and Isabella C.M. Cunningham. "Selling:
the Personal Force in Marketing". N.Y., "John Wiley", 1977, p. 19-29.
14 Mark Hanan. "Join the Systems Sell and You Can't Be Beat". -Sales and
Marketing Management, August 21, 1972, р. 44. См. также: Mark Hanan, James
Cribbin and Herman Heiser. "Consultative Selling". N.Y., American Management
Association, 1976.
контроль
' 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,
p. 63-74.
5 H. Igor An soft. "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 К о tier. "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.
' ' Об использовании этих методов применительно к деятельности сети гостиниц
рассказывается в работе Arthur J. Dallas. "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, 111. 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.
' 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. 1-8.
5 Система оценки политической стабильности разных стран приводится в
работе: F.T. На пег. "Rating Investment Risks Abroad". - Business Horizons, April 1979,
p. 18-23.
6 Дополнительные примеры подобного рода можно найти в работе: David
A. Ricks, Maril yn Y.C. 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 К. 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. Buell. 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, 111., "Richard D. Irwin", 1970, chaps. 14 16.
! ' Warren J.Keegan. "Multinational Product Planning: Strategic Alternatives". -
Journal of Marketing, January 1969, p. 58-62.
12 Louis Т. Wells, Jr. "A Product Life Cycle for International Trade?" -Journal of
Marketing, July 1968, p. 1-6.
13 См.: Miracle and A Ibaum. "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.
'5 Описание систем распределения ряда стран приводится в статье W a d i - N a mbiaratchi.
"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.
в сфере некоммерческой деятельности
' "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 Т. Carrol 1. "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 А. С о n n о r, 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.
n JohnE-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 I960", 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 Kotler. "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 BenM. Enis. "Marketing a City of the Future".-
"Marketing is Everybody's Business". Santa Monica Calif., "Goodyear", 1977.
15 См.: Scott Cutlip and Alien H. Center. "Effective Public Relations", 3d ed.
Englewood Cliffs, N.J., "Prentice-Hall", 1964, p. 10.
16 См.: Philip Kotler and Gerald Z a 11 m a n. "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.
' 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 & Schuster",
1963.
4 "Rattles, Pings, Dents, Leaks, Creaks-And Costs". -Newsweek, November 25, 1968,
р. 92.
5 Ibid.
6 "The Breakfast of Fatties?"- Chicago Today, July 24, 1970.
7 Gerald B. Taliman. "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.
п 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 PaulN. Bloom and Stephen A. Greyser. "The Maturing of Consumerism".-Яагиаг^
Дмяпе^ Review, November-December 1981, p. 130-139.
18 Rachel Carson. "Silent Spring". Boston, "Houghton Mifllin", 1962.
19 PaulR.Ehrlich and AnnH.Ehrlich. "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 III. "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. с. 8
Ансофф И. с. 582
Бартон П. с. 664
Боргатти-мл. Э. с. 432
Бранч М. с. 576
Ванамейкер Дж. с. 495
Вестфолл Р. с. 261
Вильсон В. с. 165
Война В. А. с. 8
Вэр И. с. 386
Вэр К. с. 386
Гаррисон Р. с. 331
Герман П. с. 551
Горбачев М. С. с. 7
Григорьев М. с. 40
Гринберг Г. с. 558
Гриффин М. с. 645
Гутенберг И. с. 515
Гэлбрсйт Дж. К. с. 668, 672
Дайсон Б. с. 252
ДеклеркН. с. 111, 112, 133
Дент Б. с. 645
Джеггер М. с. 639
Джон Э. с. 645
Диксон П.Р. с. 666
Друккер П. с. 47
Дуттвайлер Г. с. 458
Зикмунд У. с. 404
Капловиц Д. с. 665
Карсон Р. с. 162, 672, 673
Кац Э. с. 216
Кеннеди Дж. с. 165, 672
Киган У. с. 624
Кинг С. с. 664
Косби У. с. 300
КотлерФ. с. 5, 6, 9, 13-16, 18-22,
24-31, 33-39, 42, 44
Крок Р. с. 65
Кук Б. с. 510
Куллен М. с. 442
Лаверти М. с. 510
Лазарфельд П. с. 216
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