Филип котлер основы маркетинга
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| Глава 1. Социальные основы маркетинга:
удовлетворение людских потребностей ' Peter F. Drucker. "Management: Tasks, Responsibilities, Practices". N.Y., "Harper & Row", 1973, p. 64-65. 2 А вот еще несколько определений: <Маркетинг - это деловая активность, посредством которой поток товаров и услуг направляется от производителя к потребителю или пользователю>. <Маркетинг есть деятельность по обеспечению наличия нужных товаров и услуг для нужной аудитории в нужном месте, в нужное время, по подходящей цене при осуществлении необходимой коммуникации и мер по стимулированию сбыта>. <Маркетинг-это создание и поддержание обеспеченности уровня жизни>.
Political Economy, 14, 1966, p. 132-157. 4 См. также: Wroe Alderson. "Factors Governing the Development of Marketing Channels".-"Marketing Channels for Manufactured Products". Ed. Richard M. Clewett. Homewood, 111. "Richard D. Irwin", 1957, p. 211-214.
Business Week, September 18, 1978, p. 66 ff; "The Longterm Damage from TI's Bombshell". -Business Week, June 15, 1981, p. 36.
July-August 1960, p. 45 56. 8 См.: IrvingJ. Rein. "Rudy's Red Wagon: Communication Strategies in Con- temporary Society". Glenview, 111., Scott, "Foresman", 1972. 9 См.: Joseph McGinness. "The Selling of the President". N. Y., "Trident Press", 1969.
July-August 1960, p. 45 56.
Concept". -Journal of Marketing, January 1972, p. 50-57. 12 См.: Peter M. Banting and Randolph E. Ross. "The Marketing Masquerade". Business Quarterly (Canada), Spring 1974, p. 19-27. См. также: Philip К о tie r. "From Sales Obsession to Marketing Effectiveness". -Harvard Business Review, November-Dedember 1977, p. 67-75. 13 См.: Laurence P. Feldman. "Societal Adaptation: A New Challenge for Marketing".-Journal of Marketing, July 1971, p. 54-60, а также: Martin L. Bell and C. William Emery. "The Faltering Marketing Concept".- Journal of Marketing, October 1971, p. 37-42. 14 Концепция социально-этичного маркетинга известна под разными названия- ми. См.: Leslie M. Dawson. "The Human Concept: New Philosophy for Business". Business Horizons, December 1969, p. 29 38; James Т. Rothe and Lissa Bensoii Intelligent Consumption: An Attractive Alternative to Marketing Concept". MS U Business 708 Topics, Winter 1974, p. 29-34; George Fisk. "Criteria for a Theory of Responsible Consumption". -Journal of Marketing, April 1973, p. 24-31. 15 См.: Richard D. Farmer. "Would You Want Your Daughter to Marry a Marketing Many-Journal of Marketing, January 1967, p. 1. 16 См.: Sterling Hayden. "Wanderer", N. Y., "Knopf, 1963. "William J. Stanton. "Fundamentals of Marketing", 5-th ed. N. Y., "McGraw-Hill", 1978, p. 7.
Innovators". -Harvard Business Review, September-October 1972, p. 89-99. 20 См.: Thomas V.Gree r. "Marketing in the Soviet Union". N. Y., "Holt, Rinehart & Winston", 1973. 21 См.: Donald L. Pike. "The Future of Higher Education: Will Private Institutions Disappear in the V.S.T-Futurist, December 1977, p. 374. Глава 2. Процесс управления маркетингом 1 Написано автором по материалам нескольких источников, но в основном использован материал "Turmoil among the Brewers: Miller's Fast Growth Upsets the Beer Industry. Can It Topple the US Leader?"- Business Week, November 8, 1976, p. 58-67.
September-October 1957, p. 113-124. 3 Этот пример описан в книге: Glen L. Urban and John R. Hauser. "Design and Marketing of New Products". Englewood Cliffs, N, J., "Prentice-Hall", 1980, p. 187, 221.
книге: E. Jerome McCarthy. "Basic Marketing: A Managerial Approach". Homewood, III; "Richard D. Irwin", 1960.
"Organization Strategy: A Marketing Approach". Ed. E. Raymond Corey and S t e v e n Н. Star. Boston, Division of Research, Graduate School of Business Administration. Harvard University, 1971, p. 201-230. 6 См.: David J. Luck. "Interfaces of a Product Manager".-Journal of Marketing, October 1969, p. 32-36. 7 См.: В. Charles Ames. "Dilemma of Product/Market Management".- Harvard Business Review, March-April 1971, p. 66-74. Глава З. Система маркетинговых исследований и маркетинговой информации ' Написано автором на основе "Key Role of Research in Agree's Success is Told".- Marketing News, January 12, 1979. 2 Определение дается на основе "Marketing Information Systems: An Introductory Overview".-"Readings in Marketing Information Systems". Ed. Samuel V. Smith, Richard Н. Brien and James E. Stafford. Boston, "Houghton Mifflin", 1969, p. 7.
American Marketing Association, 1978. 4 См. например: Paul E. Green and Donald S. Tull. "Research for Marketing Decisions", 4th ed. Englewood Cliffs, N. J" "Prentice-Hall", 1978. 5 См.: AndrisA.ZoItners and P. Sinha. "Integer Programming Models for Sales Resource Allocation".- Management Science, March 1980, p. 242 260. 6 См.: Т. E. Н lava с, Jr., and J. D. С. Little. "A Geographic Model of an Automobile Market".- Working Paper № 186-66. Cambridge, Massachusettes Institute of Technology, Alfred P. Sloan School of Management, 1966. 7 См.: John D. С. Little and Leonard M. Lodish. "A Media Planning Calculus". Operations Research, January-February 1969, p. 1 35. 8 См.: Glen L. Urban and John R. Hauser. "Design and Marketing of New Products". Englewood Cliffs, N.J" "Prentice-Hall", 1980. 9 Прекрасный аннотированный перечень основных источников деловой и марке- тинговой информации дается в книге: Thomas С. Kinnear and James R. Taylor. "Marketing Research: An Applied Approach". N. Y., "McGraw-Hill", 1979, p. 128-131, 138-171.
mentation in Marketing". N. Y., "McGraw-Hill", 1965.
дается в книге: Roger D. Blackwell, James S. Hensel, Michael B. Philips and Brian Sternthal. "Laboratory Equipment for Marketing Research". Dubuque, Iowa, "Kendall/Hunt", 1970, p. 7-8. '2 CM. : В о b b у J. С a 1 d e г., "Focus Groups and the Nature of Qualitative Marketing Research".- Journal of Marketing Research, August, 1977, p. 353-364. 13 Описание примера с фирмой <Аллегени эйрлайнс> составлено на основе следующих материалов: Harry Т. Chandis. "The Birth of USAir".- Marketing Communications, January 1980, p. 30-32; Grant F. Winthrop. "Agony Airlines' Becomes a High Flyer". -Fortune, June 30, 1980, p. 104-108. Глава 4. Маркетинговая среда 1 См. также: John Gruen. "Dancevision".-0owe Magazine, December 1982, p. 91; Tom Nicholson. "Cable TV's First Casualty". -Newsweek, September 27, 1982, p. 65; "Sifting Through the Fallout ofCBS Cable". - Broadcasting, September 27, 1982, p. 28-30; Harry F. Waters. "Culture Shock on Cables-Time, October 6, 1981. 2 Данные, приводимые в этой главе, взяты из <Краткого статистического обзора США за 1982-1983 гг.>, а также ряда других источников. 3 См.: EllenGraham. "Advertisers Take Aim at a Neglected Market: The Working Woman".- Wall Street Journal, July 5, 1977, p. 1. 4 СМА состоит из одного или нескольких смежных округов общей числен- ностью населения не менее 100 тыс. человек и центральным городом с населением не менее 50 тыс. человек (или двумя близко расположенными друг к другу городами с общим числом жителей-50 тыс. человек). 5 См.: Rachel Carson. "Silent Spring" Boston, "Houghton Mifflin", 1962. 6 "First Annual Report of the Council on Environmental Quality". Washington, D. C., "Government Printing Office", 1970, p. 158. 7 "The Coming Boom in Solar Energy". -Business Week, October 9, 1978, p. 88-104. 8 См.: Karl E. Henion II. "Ecological Marketing". Columbus, Ohio, "Grid", 1976. 9 См.: Alvin Toffler. "Future Shock". N. Y., "Bantam". 1970, p. 25-30. 10 Наиболее полный список возможных будущих товаров дан в книге: Dennis Gabor. "Innovations: Scientific, Technological and Social". London, "Oxford University Press", 1970. См. также: Charles Panat. "Breakthroughs". Boston, "Houghton Mifflin", 1980 и "Technologies for the 80's". Business Week, July 6, 1981, p. 48 ft. ' ' См.: Dennis D. Fisher. "Realemon Sales Tactics Hit". - Chicago Sun-Times, July 4, 1974.
Business Review, July-August 1974, p. 18.
1981, p. 180-188. 14 Bill A b rams. <"Middle Generation" Growing More Concerned with Selves> Wall Street Journal, January 21, 1982, p. 25. Глава 5. Потребительские рынки и покупательское поведение потребителей 1 Подготовлено автором на основе следующих материалов: "The Й100 Million Object Lesson". Fortune, January 1971; "The End ofCorfam". Wail Street Journal, March 17, 1971, p. 1.
Overtaking the Have-fiots".-Advertising Age, February 11, 1974, p. 35-36; Mary Jane Schlinger and Joseph T. Plummer. "Advertising in Black and White". -Journal of Marketing Research, May 1972, p. 149-153; Raymond A. Bauer and Scott M. Cunningham. "The Negro Market".-Journal of Advertising Research, April 1970, p. 3-12.
Books", 1970, p. 58; George W. Schiele. "How to Reach the Young Consumer. "-Harvard Business Review, March-April 1974, p. 77-86.
6. См.: Rena Bartos. "What Every Marketer Should Know about Women".- Har- vard Business Review, May-June 1978, p. 73-85.
Neighborhoods".- Journal of Retailing, Winter 1975-76, p. 15-22 ff. 8 См.: Leo n G. S с hiffman and Leslie L a z a r К a n u k. "Consumer Behavior". Englewood Cliffs, N.J" "Prentice-Hall", 1978, p. 343-356. 9 См.: Harry L.Davis. "Decision Making within the Household".- Journal of Consumer Research, March 1976, р. 241 - 260; Harry L. Davis and Benny P. Rigaux. "Perception of Marital Roles in Decision Processes".-Journal of Consumer Research, June 1974, p. 51-60; Harry L. Davis. "Dimensions of Marital Roles in Consumer Deci- sion-Making".-Jouwa/ of Marketing Research, May 1970, p. 168-177.
21, 1981, p. 61-64. 11 См.: Gail Sheehy. "Passages: Predictable Crises in Adult Life". N.Y., "Dutton", 1974; Roger Gould. "Transformations". N.Y., "Simon & Schuster", 1978. 12 См.: Raymond L. Horton. "Some Relationships Between Personality and Consumer Decision-Making".- Journal of Marketing Research, May, 1979, p. 244-245. 13 Более подробно об этом можно прочесть в следующих работах: Edward L. Grubb and Harrison L.Grathwohl. "Consumer Self-Concept, Symbolism, and Market Behavior: A Theoretical Approach".-Journal of Marketing, October 1967, p. 22-27;
Journal of Marketing Research, February 1969, p. 40-47; E. Laird Landon, Jr. "The Differential Role of Self-Concept and Ideal Self-Concept in Consumer Purchase Behavior".- Journal of Consumer Research, September 1974, p. 44 51. 14 См.: Abraham H. Maslow. "Motivation and Personality". N.Y., "Harper & Row", 1954, p. 80 106. 15 Bernard Berelson and Gary A. Steiner. "Human Behavior: An Inventory of Scientific Findings". N.Y" "Harcourt Brace Jovanovich", 1964, p. 88. 16 Эта зависимость известна под названием закона Вебера, являющегося одним из основных законов психофизики. 17 См.: David Krech, Richard S. Crutchfield and Egerton L. Bal- lachey. "Individual in Society". N.Y., "McGraw-Hill", 1962, ch. 2. 18 Теоретики маркетинга разработали несколько моделей процесса принятия потребителем решения о покупке. Наиболее популярные модели описаны в следую- щих работах: John A. Howard and Jagdish N. Sheth. "The Theory of Buyer Behavior". New York, "John Wiley", 1969; Francesco M. Nicosia. "Consumer Decision Processes". Englewood Cliffs, N.J.; "Prentice-Hall", 1966; James F. Engel, Roger D. Blackwell and David Т. К о I la t. "Consumer Behavior", 3d ed. N.Y., "Holt, Rinehart & Winston", 1978. 19 См.: Chte L. Narayana and Ron J. Markin. "Consumer Behavior and Product Performance: An Alemrnative Conceptualization".- Journal of Marketing, October 1975, p. 1 6. Упоминаемые здесь виды комплектов являются разработкой понятия
J. A. Howard and J.N. Sheth "The Theory of Buyer Behavior". Авторы определяли <всплывающий в памяти комплект> как комплект марок, <которые являются альтернативными в процессе совершения покупательского выбора>. 20 См.: James H. Myers and Mark L. Alpert. "Semantic Confusion in Attitude Research: Salience vs. Importance vs. Determinance. "Advances in Consumer Research". Proceedings of the Seventh Annual Conference of the Association of Consumer Research, October, 1976, p. 106-110. 21 См.: Paul E. Green and Yoram Wind. "Multiattribute Decisions in Mar- keting: A Measurement Approach". Hinsdale, 111., "Dryden Press", 1973, ch. 2. 22 См.: Jagdish N. Sheth. "An Investigation of Relationships among Evaluative Beliefs, Affect, Behavioral Intention and Behavior. "Consumer Behavior: Theory and Application", ed. John U. Parley, John A. Howard and L. Winston Ring. Boston, "Allyn & Bacon", 1974, p. 89-114. 23 См.: Martin Fishbein. "Attitudes and Prediction of Behavior".-"Readings in Attitude Theory and Measurement", ed. M a r t i n F i s h b e i n. N. Y., "John Wiley", 1967, p. 477 492.
Consumer Satisfaction: A New Concept". Journal of Marketing Research, April 1976, p. 25 33.
of an Innovation Among Physicians".- Sociometry, December 1957, p. 253-270. 27 См.: J. В о hie n and G. Beal. "How Farm People Accept New Ideas". Special Report No. 15. Ames: Iowa State College Agricultural Extension Service, November 1955. 28 См.: Elihu Katz and PaulF. Lazarsfeld. "Personal Influence". N.Y., "Free Press", 1955, p. 234. Глава 6. Рынок предприятий и поведение покупателей от имени предприятий ' Часть материала взята из: "The College Caterers are Dropping Out".- Business Week, April 23, 1979, p. 36-37. 2 Frederick E. Webster, Jr. and Yoram Wind. "Organizational Buying Behavior". Englewood Cliffs, N.J., "Prentice-Hall", 1972, p. 2. 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?" - In- duslrial Marketing, September 1966, p. 76. Дальнейшее развитие эта точка зрения получила в работе: Ernest Dichter. Human" Emotional Factors that Motivate Consumer Market's Housewife>.- Industrial Marketing, February 1973, p. 14-16.
p. 21.
Industrial Purchasing and Marketing",- Journal of Purchasing,.November 1972, p. 51 58;
Computer Assisted Buyer".- Industrial Marketing Management, 6, 1977, p. 307 315 Marketing, September 1964, p. 129-138. выбор целевых сегментов и позиционирование товара.
30, 1983, p. 58-64. 1976, p. 92. 14, 1977, p. 62. Communications Research". - Journal of Broadcasting, Winter 1971/72, p. 79 89. the Prediction of Brand Choice: Ford Versus Chevrolet". -Journal of Business, October 1959, p. 340-369.
of Marketing, April 1962, p. 34-40. Research in Transition". Ed. Russell I. Haley. Chicago, American Marketing Association, 1972, p. 61-82.
Anheuser-Busch. Inc. (1968-1974)". Sloan Management Review, Spring 1975, p. 1 15. Business Review, March-April 1964, p. 85. Segmentation: Group versus Individual Behavior". Journal of Marketing Research, August 1968, p. 276.
Loyalty-Fact or Fiction?" Advertising Age, June 1952 January 1953. nald Frank, William Massy, and Yoram Wind. Market Segmentation, Engle- wood Cliffs, N.J., Prentice-Hall, 1972.
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. Tribune, February 23, 1979, Sec. 5, p. 9. July 1966, p. 22-25. именно таким образом. Committee on Definitions of the American Marketing Association. Chicago, American Marketing Association, 1960.
Consumer Analysis".- Harvard Business Review, November-December 1963, p. 129-40. Более подробно об этой классификации см.: Richard H. Holton. "The Distinction between Convenience Goods, Shopping Goods and Specialty Goods". -Journal of Marke-
ting, July 1958, p. 53-56; Gordon E. Miracle. "Product Characteristics and Marketing Strategy".- Journal a/Marketing, January 1965, p. 18-24.
Birds".- Wail Street Journal, May 13, 1974, p. 1. October 15, 1981, p. 1. ed. Lee Adier. N.Y., "Simon & Schuster", 1967, p. 170-171. Примеры более позднего времени приводятся в статье: "Name Game". Time, August 31, 1981, р. 41-42.
Strategy", p. 143-164. 1964.
Marketing".- Wall Street Journal, August 10, 1962, p. 1.
Study".- European Journal of Marketing 10, № 3, 1976, р. 140. Marketing". Homewood, 111., "Richard D. Irwin", 1965, p. 419-428. Product Line". Cambridge, Mass., Marketing Science Institute, 1977, p. 9-10. 17 Это определение приводится в "Marketing Definitions..." Ор. cit.
и проблемам жизненного цикла товаров 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. rence Board Record, June 1971, p. 16-24. 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. nibalism and New Product Development".- Business Horizons, October 1978, p. 25-31. Product".- Journal of Advertising Research, February 1976, p. 7-20. Business, October 1967, p. 375-384. Ideas for Successful Marketing", ed. John S. W right and Jac L.Goldstucker. Chicago, American Marketing Association, 1966, p. 51.
1965, p. 107-118, а также Paul W. Hamelman and Edward M. Mazze. "Improving Product Abandonment Decisions".- Journal of Marketing, April 1972, p. 20-26.
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 вклю-
чены статьи, касающиеся проблем жизненного цикла товара, в осеннем номере Journal of Marketing за 1981 год.
"Prentice-Hall", 1982, p. 303-304. "Harcourt Brace Jovanovich", 1981, p. 271. Retail Merchants Association, 1965. Pricing". Berkeley University of California Institute of Business and Economic Research, 1963, p. 31.
Perception". -Scales Management, May 19, 1975, p. 13-14. and Theory". -Journal of Marketing, January 1954, p. 233-240. Hall", 1951, p. 420 ff. p. 215 ff. p. 43-49. Conditions". Harvard Business Review, May-June 1975, p. 10 f. Perceptions of Price".-Journal of Marketing Research, February 1973, p. 70-80. "Wadsworth", 1961, p. 28. Fortune, May 18, 1981, p. 68-75. 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.
Geographer's View of the World". Englewood Cliffs, N. J., "Prentice-Hall", 1971, p.
531-532.
Channels-of-Distribution Problem".- Journal a/Marketing, July 1971, p. 34.
"Vertical Marketing Systems", ed. Louis P. Bucklin. Clenview, 111. "Scott Foresman", 1970, p. 32-51.
Harvard Business Review, January-February 1977, p. 95-105. честь в статье: Frederick E. Webster, Jr. "The Role of Industrial Distributor". Journal of Marketing, July 1976, p. 10-16.
111., "Dryden Press", 1978, p. 192-203. " См.: B.J. LaLonde and P. H. Zinszer. "Customer Service: Meaning and 12 См.: Jurgen F. Ringer and Charles D. Howell. "The Industrial Engineer Balls" Wall Street Journal, January 2d, 1983, p. 1; "The Discount Twist in Suburban Who Makes Millions on Mistakes". -Fortune, September 6, 1982, p. 106-116; John Merwin. "Lemons to Lemonade".-Fortes, August 30, 1982, p. 60-61.
p. 102.
345-348.
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. Gist. "Retailing Concepts and Decisions". N.Y., John Wiley", 1968, p. 45-46. 12; "Standard and Poor's Industry Surveys".-Retailing, June 1983. December 1973, p. 26. Executive, September 1975, p. 42. работе: Bob Stone. "Successful Direct Marketing Methods", 2nd, rev. ed. Chicago, "Crain Books", 1979.
"Vend", 1961, p. 9. 8, 1978, p. 74-75. Hinsdale, 111., "Dryden Press", 1974, p. 334. November-December 1971, p. 44-51. Forhes, April 16, 1979, p. 93-94. работе: Roger A. Dickinson. "Retail Management: a Channels Approach". Belmont, Calif. "Wadsworth", 1974, p. 9.
Oberbuilding".- Wall Street Journal, September 7, 1976, p. 1. marketing Too}".-Journal of Retailing, Winter 1973/74, p. 48-64. Promotion at All".-Chicago Sun-Times, October 30, 1970, p. 55. Wiley", 1961, p. 10-11. заимствованы из: "Marketing Definitions: a Glossary of Marketing Terms". Chicago, American Marketing Association, 1960. В понятие <стимулирование сбыта> Американ-
ская 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 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. Marketing, October 1973, p. 12-18. Journal of Abnormal and Social Psychology, July 1952, p. 581-588. on Mass Communication", vol. 3. Princeton, N.J., "Prinston University Press", 1948, chap. 8.
David T. Kollat. "Consumer Behavior", 3d ed. Hinsdale, 111., "Dryden Press", 1978, p. 346-348.
"Holt, Rinehart & Winston", 1971, chap. 9. Winter 1973/74, p. 48-64. N.Y., "Columbia University Press", 1948, p. 151. nication in Delayed Measurement of Opinion Change."- Journal of Abnormal and Social Psychology, 48, 1953, p. 327-335.
Fortune, December 1956, p. 123. Press", 1955, p. 65. Media Strategy". American Association of Advertising Agencies, 1957 Regional Conven- tion, p. 41-52.
1971, chap. 4. "McGraw-Hill", 1971, p. 4. 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. 105-109; К urt Lode г. "Men at Work: Out to Lunch". -Rolling Stone, June 23, 1983, p. 16-19, 87, 88.
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.> Results". N.Y., Association of National Advertisers, 1961. Anheuser-Busch; Inc. (1963-1968)." -Sloan Management Review, Winter 1975, p. 1-15. Marketing Coordination', ed. George L. Baker, Jr. Chicago, American Marketing Association, 1961, p. 595-618.
Create Better Advertising". - Journal of Marketing, January 1969, p. 53-57. to Fund Raising". -Journal of Marketing, July 1971, p. 13-18. 1972.
18, 1975, p. 40.
Effects of Market Communications Expenditures". - Management Science, June 1972, p. 485-501.
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. ment". - Яагиа/ч/ Business Review, July-August 1976, p. 115-124. "The Relationship between Advertising and Promotion in Brand Strategy". Cambridge, Mass., Marketing Science Institute, 1975, chap. 5.
dising". N.Y., "McGraw-Hill", 1968. "Premiums-Forgotten by Theory". -Journal a/Marketing, April 1971, p. 26-34. of Marketing, January 1969, p. 45-52. Association, 1970. of Trade Show Exhibits".-Journal of Marketing, October 1976, p. 100-105. World".- Advertising Age, December 1974, p. 21. shing", 1952, p. 3. i-drd Business Review, November-December 1972. жүктеу/скачать 4.26 Mb. Достарыңызбен бөлісу:
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