osnovi market полностью

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

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

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

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

¹⁴Ibid., p. 116 —119.

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

¹⁶Strang. „Sales Promotion”, p. 124.

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

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

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

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

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

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

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

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

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

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

Глава 16. Продвижение товаров:

личная продажа и управление сбытом

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

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

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

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

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

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

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

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

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

¹⁰Ibid., p. 118.

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

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

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

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

Глава17.Стратегия,планирование,контроль

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

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

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

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