Маркетинг менеджмент. Экспресс-курс

Котлер Филип

555

Edward L. Nash, Direct Marketing: Strategy, Planning, Execution , 3d ed. (New York: McGraw-Hill, 1995).

556

Средняя продолжительность сотрудничества ( N ) связана с уровнем удержания покупателей ( CR ). Предположим, компания сохраняет 80% своих покупателей в год. Тогда средняя продолжительность сотрудничества с покупателем равняется: N = 1 / (1 – CR ) = 1/0,2 = 5.

557

Lorie Grant, «Niche Catalogs’ Unique Gifts Make Money Less of an Object», USA Today , November 20, 2003, p. 3B; Olivia Barker,

«Catalogs Are Complementary with Online Sales, Purchases», USA Today , December 4, 2002, p. 4E.

558

Steve Ivey, «After 2 Years, Do Not Call Registry ‘An Incredible Success’», Chicago Tribune , September 30, 2005, (www.chicagotribune.com); Meghann Cuniff, «Decline in Telemarketing Means Boom for Direct Mail Business», The Bulletin (Bend, OR), July 11, 2005, (www.ftc.gov/ donotcall).

559

Jim Edwards, «The Art of the Informecial», Brandweek , September 3, 2001, pp. 14+.

560

Charles Fishman, «The Tool of a New Machine», Fast Company , May 2004, pp. 92—95.

561

Tony Case, «Growing Up», Interactive Quarterly , April 19, 2004, pp. 32—34.

562

Thomas Mucha, «Spray Here, Get Girl», Business 2.0 , June 1, 2003.

563

Asim Ansari and Carl F. Mela, «E-Customization», Journal of Marketing Research 40, no. 2 (May 2003): 131—145.

564

David L. Smith and Karen McFee, «Media Mix 101: Online Media for Traditional Marketers», September 2003 (advantage.msn.com/articles/MediaMix101_2.asp).

565

Paul C. Judge, «Will Online Ads Ever Click?» Fast Company , March 2001, pp. 181—192.

566

Online Publisher’s Association, «OPA Media Consumption Study», January 2002.

567

Jeffrey F. Rayport and Bernard J. Jaworski, E-Commerce (New York: McGraw-Hill, 2002), pp. 116.

568

Bob Tedeschi, «E-Commerce report», New York Times , June 24, 2002, p. C8.

569

«Prime Clicking Time», The Economist , May 31, 2003, p. 65; Ben Elgin, «Search Engines Are Picking Up Steam», BusinessWeek , March 24, 2003, pp. 86—87.

570

«Global Click-Through Rates Level Off in 2004 After Year in Decline», New Media Age , November 25, 2004, p. 10; Ned Desmond, «Google’s Next Runaway Success, Business 2.0, November 2002, p. 73.

571

Heather Green, Online Ads Take Off Again», BusinessWeek , May 5, 2003, p. 75.

572

Seth Godin, Permission Marketing: Turning Strangers into Friends and Friends into Customers (New York: Simon & Schuster, 1999).

573

Chana R. Schoenberger, «Web? What Web?» Forbes, June 10, 2002, p. 132.

574

Stan Rapp and Thomas L. Collins, Maximarketing (New York: McGraw-Hill, 1987).

575

Bill Keenan,

«Cost-per-Call Data Deserve Scrutiny», Industry Week , January 10, 2000.

576

Robert N. McMurry, «The Mystique of Super-Salesmanship», Harvard Business Review (March–April 1961): 114; William C. Moncrief III, «Selling Activity and Sales Position Taxonomies for Industrial Salesforces», Journal of Marketing Research (August 1986): 261—270.

577

John F. Martin and Gary S. Tubridy, «Major Account Management», AMA Management Handbook , edited by John J. Hampton (New York: Amacom, 1994) pp. 3–25–3–27; Sanjit Sengupta, Robert E. Krapfel, and Michael A. Pusateri, «The Strategic Sales Force», Marketing Management , Summer 1997, pp. 29—34; Robert S. Duboff and Lori Underhill Sherer, «Customized Customer Loyalty», Marketing Management , Summer 1997, pp. 21—27; Tricia Campbell, «Getting Top Executives to Sell», Sales & Marketing Management, October 1998, p. 39.

578

Luis R. Gomez-Mejia, David B. Balkin and Robert L. Cardy, Managing Human Resources (Upper Saddle River, NJ: Prentice Hall, 1995), pp. 416—418.

579

«What Salespeople Are Paid», Sales & Marketing Management , February 1995, pp. 30—31; Christopher Power, «Smart Selling: How Companies Are Winning Over Today’s Tougher Customer», BusinessWeek , August 3, 1992, pp. 46—48; William Keenan Jr., ed., The Sales & Marketing Management Guide to Sales Compensation Planning: Commissions, Bonuses & Beyond (Chicago: Probus Publishing, 1994).

580

Sonke Albers, «Salesforce Management – Compensation, Motivation, Selection, and Training», in Handbook of Marketing , edited by Bart Weitz and Robin Wensley (London: Sage Publications, 2002), pp. 248—266.

581

Nanette Byrnes, «Avon Calling – Lots of New Reps», BusinessWeek , June 2, 2003, pp. 53—54.

582

Michael R. W. Bommer, Brian F. O’Neil, and Beheruz N. Sethna, «A Methodology for Optimizing Selling Time of Salespersons», Journal of Marketing Theory and Practice (Spring 1994): 61—75; Lissan Joseph, «On the Optimality of Delegating Pricing Authority to the Sales Force», Journal of Marketing 65 (January 2001): 62—70.

583

Thomas Blackhear and Richard E. Plank, «The Impact of Adaptive Selling on Sales Effectiveness Within the Pharmaceutical Industry», Journal of Marketing Theory and Practice (Summer 1994): 106—125.

584

Dartnell Corporation , 30 th Sales Force Compensation Anniversary Survey . 12,7% времени тратится на сервисные контакты, 16% – на выполнение работ административного характера, 25,1% – на продажи по телефону и 17,4% – на ожидание и время в пути.