Маркетинг менеджмент. Экспресс-курс

Котлер Филип

612

Дополнительная информация о разработке и реализации маркетинговых планов содержится в работе: Marian Burk Wood, The Marketing Plan: A Handbook (Upper Saddle River, NJ: Prentice Hall, 2003); H.W. Goetsch, Developing, Implementing, and Managing an Effective Marketing Plan (Chicago: American Marketing Association, Lincolnwood, IL: NTC Business Books, 1993).

613

Thomas V. Bonoma, The Marketing Edge: Making Strategies Work (New York: Free Press, 1985).

Большая часть данного раздела основана на этой книге.

614

Sam R. Goodman, Increasing Corporate Profitability (New York: Ronald Press, 1982), ch. 1; Bernard J. Jaworski, Vlasis Stathakopoulos, and H. Shanker Krishnan, «Control Combinations in Marketing: Conceptual Framework and Empirical Evidence», Journal of Marketing (January 1993): pp. 57—69.

615

Phillip Kotler, «From Sales Obsession to Marketing Effectiveness», Harvard Business Review, November–December 1977, рp. 67—75.

616

Phillip Kotler, William Gregor, and William Rodgers, «The Marketing Audit Comes of Age», Sloan Management Review (Winter 1989): 49—62.

617

Shelby D. Hunt and Scott Vitell, «The General Theory of Marketing Ethics: A Retrospective and Revision», in Ethics in Marketing , edited by John Quelch and Craig Smith (Chicago: Irwin, 1992).

618

Marc Gunther, «Tree Huggers, Soy Lovers, and Profits», Fortune , June 23, 2003, pp. 98–104.