Маркетинг менеджмент. Экспресс-курс

Котлер Филип

585

Willem Verbeke and Richard P. Bagozzi, «Sales Call Anxiety: Exploring What It Means When Fear Rules a Sales Encounter», Journal of Marketing 64 (July 2000): 88–101.

586

Gillbert A. Churchill, Jr., Neil M. Ford, and Orville C. Walker, Jr., Sales Force Management: Planning, Implementation and Control , 4th ed. (Homewood, IL: Irwin, 1993); Jhinuk Chow-dhury, «The Motivational Impact of Sales Quotas on Effort», Journal of Marketing Research (February 1993): 28—41; Murali K. Mantrala, Prabhakant Sinha, and Andris A. Zoltners, «Structuring a Multiproduct Sales Quota-Bonus Plan for a Heterogeneous Sales Force: A Practical Model-Based Approach», Marketing Science 13, no. 2 (1994): 121—144; Wujin Chu, Eitan Gerstner, and James D. Hess,

«Costs and Benefits of Hard-Sell», Journal of Marketing Research (February 1995): 97–102; Manfred Krafft, «An Empirical Investigation of the Antecedents of Sales Force Control Systems», Journal of Marketing 63 (July 1999): 120—134.

587

Philip M. Posdakoff and Scott B. MacKenzie, «Organizational Citizenship Behaviors and Sales Unit Effectiveness», Journal of Marketing Research (August 1994): 351—363.

588

Приведенная далее дискуссия основана главным образом на работе: W.J.E. Crissy, William H. Cunningham, and Isabella C. M. Cunningham, Selling: The Personal Force in Marketing (New York: John Wiley, 1977), pp. 119—129.

589

Здесь мы приводим список дополнительной литературы по данному вопросу: Howard Raiffa, The Art and Science of Negotiation (Cambridge, MA: Harvard University Press, 1982); Max H. Bazerman and Margaret A. Neale, Negotiating Rationally (New York: The Free Press, 1992); James C. Freund, Smart Negotiating (New York: Simon & Schuster, 1992); Frank L. Acuff, How to Negotiate Anything with Anyone Anywhere Around the World (New York: American Management Association: 1993); Jehoshua Eliashberg, Gary L. Lilien, and Nam Kim, «Searching for Generalizations in Business Marketing Negotiations», Marketing Science 14, no. 3, pt. 1 (1995): G47–G60.

590

Mike Esterl, «Avon Works Out the Wrinkles», Wall Street Journal , August 31, 2005, p. B3; «Careers: What’s Is Really Like Inside Avon», Marketing , March 23, 2005, p. 79; Ramin Setoodeh, «Calling Avon’s Lady», Newsweek , December 27, 2004, pp. 98+; Emily Farris, Faye Brookman, and Julie Naughton, «Beauty Firms Think Pink», WWD , October 31, 2003, pp. 10+; (www.avon.com).

591

Michael E. Porter, Competitive Strategy (New York: The Free Press, 1980), p. 275.

592

Ron Lieber, «Give Us This Day Our Global Bread», Fast Company , March 2001, p. 158.

593

Igal Ayal and Jehiel Zif, «Market Expansion Strategies in Multinational Marketing», Journal of Marketing (Spring 1979): 84—94.

594

Niraj Dawar and Amitava Chattopadhyay, «Rethinking Marketing Programs for Emerging Markets», Long Range Planning 35, no. 5 (October 2002): 457—474.

595

Manjeet Kripalani, «Battling for Pennies in India’s Villages», BusinessWeek, June 10, 2002, p. 22E7.

596

Теоретические основы даны в работе: Leonidas C. Leonidou, Constantine S. Katsikeas, and Nigel F. Piercy, «Identifying Managerial Influences on Exporting: Past Research and Future Directions», Journal of International Marketing 6, no. 2 (1998): 74–102.

597

Joann Muller, «Global Motors», Forbes , January 12, 2004, pp. 62—68.

598

Shaoming Zou and S. Tamer Cavusgil, «The GMS: A Broad Conceptualization of Global Marketing Strategy and Its Effect on Firm Performance», Journal of Marketing 66 (October 2002): 40—56.

599

Warren J. Keegan, Multinational Marketing Management , 5th ed. (Upper Saddle River, NJ: Prentice Hall, 1995), pp. 378—381.

600

Arundhati Parmar,

«Dependent Variables: Sound Global Strategies Rely on Certain Factors», Marketing News , September 16, 2002, p. 4.

601

David Leonhardt, «It Was a Hit in Buenos Aires – So Why Not Boise?» BusinessWeek, September 7, 1998, pp. 56—58; Marlene Parrish, «Taste Buds Tango at New Squirrel Hill Cafe», Pittsburgh Post-Gazette , February 6, 2003, (www.post-gazette.com/food/20030206tango0206 fnp4.asp).

602

Интересные различия, основанные на понятии глобального позиционирования культуры покупателя, рассмотрены в статье: Dana L. Alden, Jan-Benedict E.M. Steenkamp, and Rajeev Barta, «Brand Positioning through Advertising in Asia, North America and Europe: The Role of Global Consumer Culture», Journal of Marketing 63 (January 1999): 75—87.

603

John L. Graham, Alma T. Mintu, and Waymond Rogers, «Explorations of Negotiations Behaviors in Ten Foreign Cultures Using a Model Developed in the United States», Management Science 40 (January 1994): 72—95.

604

David Arnold, «Seven Rules of International Distribution», Harvard Business Review (November —December 2000): 131—137.

605

Историческое развитие представлений о маркетинге дано в работе: D.G. Brian Jones and Eric H. Shaw, «A History of Marketing Thought», in Handbook of Marketing , edited by Barton A. Weitz and Robin Wensley (London: Sage Publications, 2002).

606

Frederick E. Webster Jr., «The Role of Marketing and the Firm», in Handbook of Marketing , edited by Barton A. Weitz and Robin Wensley (London: Sage Publications, 2002).

607

Zachary Schiller, «The Marketing Revolution at Proctor & Gamble», BusinessWeek , July 25, 1988, pp. 72—76; Laurie Freeman, «P&G Widens Power Base: Adds Category Managers», Advertising Age , October 12, 1987, pp. 1+.

608

Дополнительную информацию вы можете найти в следующих работах: Robert Dewar and Don Schultz, «The Product Manager, an Idea Whose Time Has Gone», Marketing Communications (May 1998): 28—35; «The Marketing Revolution at Proctor & Gamble», BusinessWeek , July 25, 1988, pp. 72—76; Kevin T. Higgins, «Category Management: New Tools Changing Life for Manufacturers, Retailers», Marketing News , September 25, 1989, pp. 2, 19; George S. Low and Ronald A. Fullerton, «Brands, Brand Management, and the Brand Manager System: A Critical Historical Evaluation», Journal of Marketing Research (May 1994): 173—190; Michael J. Zanor, «The Profit Benefits of Category Management», Journal of Marketing Research (May 1994): 202—213.

609

Richard E. Anderson, «Matrix Redux», Business Horizons , November–December 1994, pp. 6–10.

610

Frederick E. Webster Jr., «The Role of Marketing and the Firm», in Handbook of Marketing , edited by Barton A. Weitz and Robin Wensley (London: Sage Publications, 2002), pp. 39—65.

611

Benson P. Shapiro, «Can Marketing and Manufacturing Coexist?» Harvard Business Review (September–October 1977): 104—114; Robert W. Ruekert and Orville C. Walker Jr., «Marketing’s Interaction with Other Functional Units: A Conceptual Framework with Other Empirical Evidence», Journal of Marketing (January 1987): 1–19.