Маркетинг менеджмент. Экспресс-курс
Шрифт:
349
Tom Peters, The Circle of Innovation (New York: Alfred A. Knopf, 1997) p. 96; Mark Borden, «Keeping Yahoo Simple – and Fast», Fortune , January 10, 2000, pp. 167—168; Rajesh Sethi, «New Product Quality and Product Development Teams», Journal of Marketing (April 2000): 1–14.
350
Philip Kotler and Gerald Zaltman, «Targeting Prospects for a New Product», Journal of Advertising Research (February 1976): 7–20.
351
Подробности приведены в работе: Keith G. Lockyer, Critical Path Analysis and Other Project Network Techniques (London: Pitman, 1984); Arvind Rangaswamy and Gary L. Lilien,
352
Этот раздел опирается на результаты исследований, приведенные в работе: Everett M. Rogers, Diffusion of Innovations (New York: Free Press, 1962). См. также 3-е издание этой книги, опубликованное в 1983 г.
353
Hubert Gatigton and Thomas S. Robertson, «A Propositional Inventory for New Diffusion Research», Journal of Consumer Research (March 1985): 849—867; Vijay Mahajan, Eitan Muller and Frank M. Bass, «Diffusion of New Proucts: Empirical Generalizations and Managerial Uses», Marketing Science , 14, no. 3, part 2 (1995): G79–G89; Fareena Sultan, John U. Farley, and Donald R. Lehmann, «Reflection on “A Meta-Analysis of Applications of Diffusion Models”», Journal of Marketing Research (May 1996): 247—249; Minhi Hahn, Sehoon Park, and Andris A. Zoltners, «Analysis of New Product Diffusion Using a Four-Segment Trial-Repeat Model», Marketing Science , 13, no. 3 (1994): 224—247.
354
Ряд авторов выделяет дополнительные стадии. Ч. Уоссон предлагает включить между ростом и зрелостью стадию бурной конкуренции: Chester R. Wasson, Dynamic Competitive Strategy and Product Life Cycles (Austin, TX: Austin Press, 1978). Зрелость характеризует стадию спада увеличения объема продаж и насыщение, стадию выхода кривой продаж на плато после достижения пика.
355
Robert D. Buzzell, «Competitive Behavior and Product Life Cycles», in New Ideas for Successful Marketing , edited by John S. Wright and Jack Goldstucker (Chicago: American Marketing Association, 1956), p. 51.
356
Rajesh J. Chandy, Gerald J. Tellis, Deborah J. MacInnis, and Pattana Thaivanich, «What to Say When: Advertising Appeals in Evolving Markets», Journal of Marketing Research 38 (November 2001: 399—414.
357
Steven P. Schnaars, Managing Imitation Strategies (New York: Free Press, 1994).
358
Gerald Tellis and Peter Golder, Will & Vision: How Latecomers Can Grow to Dominate Markets (New York: McGraw-Hill, 2001).
359
Stephen M. Nowlis and Itamar Simmonson, «The Effect of New Product Features on Brand Choice», Journal of Marketing Research (February 1996): 36—46.
360
Kathryn Rudie Harrigan, «Strategies for Declining Industries», Journal of Business Strategy (Fall 1980): 27.
361
«Quaker Take Heart Instant Oatmeal», Nutraceuticals World , March 2005, p. 139; «Hot Cereal in One Hot Commodity», Prepared Foods, January 2000.
362
Philip Kotler, «Harvesting Strategies for Weak Products», Business Horizons , August 1978, pp. 15—22; Laurence P. Feldman and Albert L. Page, «Harvesting: The Misunderstood Market Exit Strategy», Journal of Business Strategy (Spring 1985): 79—85.
363
Jeff D. Opdyke, «Family Finance: Consumers Increasingly Use Internet to Price Auto Insurance», Wall Street Journal , May 25, 2005, p. D2; Lynna Goch, «Gearing Up: Insurers Are Using Driver Safety Programs, Sharply Focused Advertising, and the Internet to Court Teen Drivers», Best’s Review , October 2003, pp. 20+; Christоpher Oster, «Car Insurers Get Into the Repair Business», Wall Street Journal, April 8, 2003, p. D1; «In Brief: Progressive Leads Performance List», American Banker , March 30, 2004, p. 9 (www.progressive.com).
364
Valarie A. Zeithaml, «How Customer Evaluation Processes Differ Between Goods and Services», in J. Donnelly and W.R. George, eds., Marketing of Services , (Chicago: American Marketing Association, 1981), pp. 186–90.
365
Amy Ostrom and Dawn Iacobucci, «Consumer Trade-offs and the Evaluation of Services», Journal of Marketing (January 1995): 17—28.
366
Theodore Levitt, «Marketing Intangible Products and Product Intangibles», Harvard Business Review (May–June 1981): 94–102; Leonard L. Berry, «Services Marketing Is Different», Business , May–June 1980, pp. 24—30.
367
B. H. Booms and M. J. Bitner, «Marketing Strategies and Organizational Structures for Service Firms», in J. Donnelly and W. R. George, eds., Marketing of Services (Chicago: American Marketing Association, 1981), pp. 47—51.
368
Lewis P. Carbone and Stephаn H. Haeckel, «Engineering Customer Experiences», Marketing Management 3 (Winter 1994): 17.
369
Bernd H. Schmitt, Customer Experience Management (New York: John Wiley & Sons, 2003).
370
Debra Zahay and Abbie Griffin, «Are Customer Information Systems Worth It? Results from B2B Services», Marketing Science Institute Working Paper , Report No. 02–113, 2002.
371
W. Earl Sasser, «Match Supply and Demand in Service Industries», Harvard Business Review (November–December 1976): 113—140.
372
Carol Krol, «Case Study: Club Med Uses E-mail to Pitch Unsold, Discounted Packages», Advertising Age , December 14, 1998, p. 40; www.clubmed.com.