Чтение онлайн

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.

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

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.

Глава 17. 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.

3 Theodore 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.

5H. Igor Ansoff. „Strategies for Diversification”. — Harvard Business Review,September-October 1957, p. 113 —124.

6Примеры 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.

7См.: Russell Ackoff and James R. Emshoff. „Advertising Research at Anheuser-Busch”. — Sloan Management Review,Winter 1975, p. 1 —15.

8См.: Philip Kotler. „A Guide to Gathering Expert Estimates”. — Business Horizons,October 1970, p. 79—87.

9См.: Philip Kotler. „Marketing Decision Making”. N.Y., „Holt, Rinehart & Winston”, 1971.

10Более 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.