Маркетинг менеджмент. Экспресс-курс
Шрифт:
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www.conversionmodel.com
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Jesse Berst, «Why Small Business Is Suddenly Big Business», ZDNet AnchorDesk , November 29, 1999 (www.anchordesk.com).
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«BB&T: Picture Perfect», Financial Services Marketing , January–February 2001, p. 17.
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Thomas S. Robertson and Howard Barich, «A Successful Approach to Segmenting Industrial Markets», Planning Forum (November–December 1992): 5–11.
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www.esteelauder.com
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«Dell Targets SMBs with Tailored Products», InformationWeek, April 28, 2005, n.p.; Catherine Arns, «PC Makers Head for “SoHo”», BusinessWeek , September 28, 1992, pp. 125—126; Gerry Khermouch,
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Исследование иерархии атрибутов на кофейном рынке приведено в работе: Dipak jane, Frank M. Bass, and Yu-Min Chen, «Estimation of Latent Class Models with Heterogeneous Choice Probabilities: An Application to Market Structuring», Journal of Marketing Research (February 1990): 94–101. Анализ глобальных рынков дан в работе: Freakel Ter Hofstede, Jan-Benedict E. M. Steenkamp, and Michel Wedel, «International Market Segmentation Based on Consumer–Product Relations», Journal of Marketing Research (February 1999): 1–17.
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Bart Macchiette and Roy Abhijit, «Sensitive Groups and Social Issues», Journal of Consumer Marketing 11, no. 4 (1994): 55—64.
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Ben Elgin, «Google’s Leap May Slow Rivals Growth», BusinessWeek , July 18, 2005, p. 45; Saul Hansell, «Google Revenue Nearly Doubles in Quarter», New York Times , April 22, 2005, p. C3; Carol Krol, «Google Sees Brand as Key to Expansion», B to B , October 25, 2004, p. 22; «How Good Is Google?» The Economist , November 21, 2003, pp. 57—58; Fred Vogelstein, «Can Google Grow UP?» Fortune , December 8, 2003, pp. 102—111.
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Jacob Jacoby, Jerry C. Olson, and Rafael Haddock, «Price, Brand Name, and Product Composition Characteristics as Determinants of Perceived Quality», Journal of Consumer Research , 3, no. 4 (1971): 209—216; Jacob Jacoby, George Syzbillo, and Jacqueline Busato-Sehach, «Information Acquisition Behavior in Brand Choice Situations», Journal of Marketing Research (1977): 63—69.
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Leslie de Chernatony and Gil McWilliam, «The Varying Nature of Brands as Assets», International Journal of Advertising 8, no. 4 (1989): 339—349.
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Constance E. Bagley, Managers and the Legal Environment: Strategies for the 21st Century , 2d ed. (Cincinnati, OH: West Publishing, 1995).
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Tulin Erdem, «Brand Equity as a Signaling Phenomenon», Journal of Customer Psychology 7, no. 2 (1998): 131—157.
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Scott Davis, Brand Asset Management: Driving Profitable Growth Through Your Brands , (San Francisco: Jossey-Bass, 2000); D. C. Bello and M. B. Holbrook, «Does an Absencwe of Brand Equity Generalize Across Product Classes?» Journal of Business Research 34 (1996): 125—131; Mary W. Sullivan, «How Brand Names Affect the Demand for Twin Automobiles», Journal of Marketing Research 35 (1998): 154—165; Adrian J. Slywotzky and Benson P. Shapiro, «Leveraging to Beat the Odds: The New Marketing Mindset», Harvard Business Review (September– October 1993): 97–107.
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Однако концепция «власти брендинга» вызывает критические замечания в свой адрес. Некоторые оппоненты возражают против коммерциализации
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Остальные методы основаны на принципах экономических сигналов (Tulin Erdem, «Brand Equity as a Signaling Phenomenon», Journal of Customer Psychology 7, no. 2 (1998): 131—157) или исходят из социологических, антропологических или биологических принципов (Grant McCraken, «Culture and Consumption: A Theoretical Account of the Structure and Movement of Cultural Meaning of Consumer Goods», Journal of Consumer Research 13 (1986): 71—83; Susan Fournier, «Consumers and Their Brands: Developing Relationship Theory in Consumer Research», Journal of Consumer Research 24, no. 3 (1998): 343—373).
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London UK Keller, Strategic Brand Management .
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Christine Bittar, «Old Spice Does New Tricks», Brandweek , June 2, 2003, pp. 17—18.
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Paul Keegan, «The Rise and Fall (and Rise Again) of Joe Boxer», Business 2.0, December 2002/January 2003, pp. 76—82.
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Don E. Schultz, Stanley I. Tannenbaum, and Robert F. Lauterborn, Integrated Marketing Communications (Lincolnwood, IL: NTC Business Books, 1993).
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Mohanbir Sawhney, «Don’t Harmonize, Synchronize», Harvard Business Review , July– August 2001, pp. 101—108.
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Dawn Iacobucci and Bobby Calder, eds., Kellogg on Integrated Marketing (New York: John Wiley & Sons, 2003).
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Scott Davis and Michael Dunn, Building the Brand-Driven Business (New York: John Wiley & Sons, 2002); Colin Mitchell, «Selling the Brand Inside», Harvard Business Review (January 2002): 99–105.
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Stan Maklan and Simon Knox, Competing on Value (Upper Saddle River, NJ: Financial Times, Prentice Hall, 2000).
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«Credit-Card Deal Boosts China’s Efforts Toward a National System», Information Week , March 31, 2004, n. p.
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Keller, Strategic Brand Management ; Todd Wasserman, «Sharpening the Focus», Brand-week , November 3, 2003, pp. 28—32.
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Рейтинг 100 лучших мировых брендов, полученный на основании их оценки Interbrand, приведен в работе: Diane Brady, Robert D. Hof, Andy Reinhardt, Moon Ihlwan, Stanley Holmes, and Kerry Capell, «Cult Brands: The BusinessWeek/Interbrand Annual Ranking of the World’s Most Valuable Brands Shows the Power of Passionate Consumers», BusinessWeek , August 9, 2004, pp. 58+; «Marked by the Market», The Economist , December 1, 2001, pp. 59—60 (работа содержит графическое применение Индекса добавленной стоимости Стерна Стюарта).
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Mark Speece, «Marketer’s Malady: Fear of Change», Brandweek , August 19, 2002, p. 34.
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Kenneth Hein «Dew Sports Street Smarts, Woos Urban Influences», Brandweek , June 6, 2005, p. 18.
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Ronald Alsop, «Enduring Brands Hold Their Allure by Sticking Close to Their Roots», Wall Street Journal Centennial Edition , 1989.
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Theodore Levitt, «Marketing Success Through Differentiation – of Anything», Harvard Business Review (January–February 1980): 83—91.