Маркетинг менеджмент. Экспресс-курс
Шрифт:
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270
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271
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272
Peter Farquhar, «Managing Brand Equity», Marketing Research 1 (September 1989): 24—33.
273
Byung-Do Kim and Mary W. Sullivan, «The Effect of Parent Brand Experience on Line Extension Trial and Repeat Purchase», Marketing Letters 9 (April 1998): 181—193.
274
Kevin Lane Keller and David A. Aaker, «The Effects of Sequential Introduction of Brand Extensions», Journal of Marketing Research 29 (February 1992): 35—50; John Milewicz and Paul Herbig, «Evaluating the Brand Extension Decision Using a Model of Reputation Building», Journal of Product & Brand Management 3, no. 1 (1994): 39—47.
275
Mary W. Sullivan, «Brand Extensions: When to Use Them», Management Science 38, no. 6 (June 1992): 793—806; Daniel C. Smith, «Brand Extension and Advertising Efficiency: What Can and Cannot Be Expected», Journal of Advertising Research (November/December 1992): 11—20; Daniel C. Smith and C. Whan Park, «The Effects of Brand Extensions on Market Share and Advertising Efficiency», Journal of Marketing Research 29 (August 1992): 296—313.
276
Subramanian Balachander and Sanjoy Ghose, «Reciprocal Spillover Effects: A Strategic Benefit of Brand Extensions», Journal of Marketing 67, no. 1 (January 2003): 4–13.
277
John A. Quelch and David Kenny, «Extend Profits, Not Product Lines», Harvard Business Review (September–October 1994): 153—160; Perspectives from the Editors, «The Logic of Product-Line Extensions», Harvard Business Review (November–December 1994): 53—62; J. Andrews and G. S. Low, «New But Not Improved: Factors That Affect the Development of Meaningful Line Extensions», Working Paper Report No. 98–124 (Cambridge, MA: Marketing Science Institute, November 1998); Maureen Morrin, «The Impact of Brand Extensions on Parent Brand Memory Structures and Retrieval Processes», Journal of Marketing Research 36, no. 4 (1999): 517—525.
278
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280
Barbara Loken and Deborah Roedder John, «Diluting Brand Beliefs: When Do Brand Extensions Have a Negative Impact?», Journal of Marketing (July 1993): 71—84; Deborah Roedder John, Barbara Loken and Christopher Joiner, «The Negative Impact of Extensions: Can Flagships Products Be Diluted?» Journal of Marketing (January 1998): 19—32; Susan M. Bro-niarcyzk and Joseph W. Alba, «The Importance of the Brand in Brand Extension», Journal of Marketing Research (May 1994): 214—228 (весь этот номер посвящен теме брендов и мароч-.. ного капитала); R. Ahluwalia and Z. Gurhan-Canli, «The Effects of Extensions on the Family Brand Name: An Accessibility-Diagnosticity Perspective», Journal of Consumer Research 27.. (December 2000): 371—381; Z. Gurhan-Canli and M. Durairaj, «The Effects of Extensions on Brand Name Dilution and Enhancement», Journal of Marketing Research 35 (1998): 464—473; S. J. Milberg, C. W. Park, and M. S. McCarthy, «Managing Negative Feedback Effects Associated with Brand Extensions: The Impact of Alternative Branding Strategies», Journal of Consumer Psychology 6 (1997): 119—140.
281
Philip Kotler, Marketing Management , 11th ed. (Upper Saddle River, NJ: Prentice Hall, 2003); Patrick Barwise and Thomas Robertson, «Brand Portfolios», European Management Journal 10, no.3 (September 1992): 277—285.
282
Jack Trout, Differentiate or Die: Survival in Our Era of Killer Competition (New York: John Wiley, 2000).
283
Paul W. Farris, «The Chevrolet Corvette», Case UVA-M-320, The Darden Graduate Business School Foundation, University of Virginia, Charlottesville, Virginia.
284
Claudia H. Deutsch, «A Fresh Approach to Marketing for Procter’s “Fresh Approach to Laundry”», New York Times , August 8, 2005, p. C7; Jennifer Reingold, «What P&G Knows About the Power of Disign», Fast Company, June 2005, pp. 56+; Jack Neff, «P&G Kisses Up to the Boss: Consumers», Advertising Age, May 2, 2005, pp. 18+; Jack Neff, «Management: P&G vs. Martha», Advertising Age , April 8, 2002, p. 24.
285
Leonard M. Fuld, The New Competitor Intelligence: The Complete Resource for Finding, Analyzing, and Using Information about Your Competitors (New York: John Wiley, 1995); John A. Czepiel, Competitive Marketing Strategy (Upper Saddle River, NJ: Prentice Hall, 1992).
286
Kevin Lane Keller, Brian Stenthal, and Alice Tybout, «Three Questions You Need to Ask About Your Brand», Harvard Business Review , September 2002, pp. 80—89.
287
Gregory S. Carpenter, Rashi Glazer and Kent Nakamoto, «Meaningful Brands from Meaningless Differentiation: The Dependence on Irrelevant Attributes», Journal of Marketing Research , August 1994: 339–50.
288
«Brooks Bros. Has Opened a 3,5000–Sq. – Ft. Store in Florence, Italy», Chain Store Age , January 2005, p. 18; Naomi Aoki, «An Alteration at Brooks Brothers Derailed by Casual Era Retailer Returns to Its Roots», Boston Globe , November 12, 2003, p. E1.
289
Bridget Finn, «Selling Cool in a Bottle – of Dish Soap», Business 2.0 , December 2003, pp. 72—73.
290
David A. Garvin, «Competing on the Eight Dimensions of Quality», Harvard Business Review (November–December 1987): 101—109.
291
Bernd Schmitt and Alex Simonson, Marketing Aesthetics: The Strategic Management of Brand, Identity, and Image (New York: Free Press, 1997).
292
Philip Kotler, «Design: A Powerful But Neglected Strategic Tool», Journal of Business Strategy , Fall 1984, pp. 16—21; Christopher Lorenz, The Design Dimension (New York, Basil Blackwell, 1986).