Маркетинг менеджмент

John R. Brandt, «Dare to Be Different», Chief Executive , May 2003, pp. 34—38.

11

Paige Albiniak, «A Sober Success Story», Broadcasting & Cable , March 28, 2005, p. 60.

12

Далее, говоря «фирма» или «компания», мы будем иметь в виду активного субъекта рынка.

13

Jeffrey Rayport and John Sviokla, «Managing in the Marketplace», Harvard Business Review (November–December 1994): 141—150. См. также: «Exploring the Virtual Value Chain», Harvard Business Review (November–December 1995): 75—85.

14

Mohan Sawhney, Seven Steps to Nirvana (New York: McGraw–Hill, 2001).

15

Gerry Khermouch, «Breaking into the Name Game», BusinessWeek , April 7, 2003, p. 54; «China’s Challenge», Marketing Week , October 2, 2003, pp. 22—24.

16

Bruce I. Newman, ed., Handbook of Political Marketing (Thousand Oaks, CA: Sage Publications, 1999); and Bruce I. Newman, The Mass Marketing of Politics (Thousand Oaks, CA: Sage Publications, 1999).

17

John B. McKitterick, «What Is the Marketing Management Concept?» в: Frank M. Bass ed. The Frontiers of Marketing Thought and Action (Chicago: American Marketing Association, 1957), pp. 71—82; Fred J. Borch, «The Marketing Philosophy as a Way of Business Life », The Marketing Concept: Its Meaning to Management (Marketing series, no. 99) (New York: American Management Association, 1957), pp. 3–5; Robert J. Keith, «The Marketing Revolution», Journal of Marketing (January 1960): 35—38.

18

Theodore Levitt, «Marketing Myopia», Harvard Business Review (July–August 1960) 50.

19

Ajay K. Kohli and Bernard J. Jaworski, «Market Orientation: The Construct, Research Propositions, and Managerial Implications», Journal of Marketing (April 1990): 1–18; John C.

Narver and Stanley F. Slater, «The Effect of a Market Orientation on Business Profitability», Journal of Marketing (October 1990): 20—35; John C. Narver and Stanley F. Slater, «Market Orientation, Customer Value, and Superior Performance», Business Horizons (March–April 1994), 22—28; A. Pelham and D. Wilson, «A Longitudinal Study of the Impact of Market Structure, Firm Structure, Strategy and Market Orientation Culture on Dimensions of Business Performance», Journal of the Academy of Marketing Science 24, no. 1 (1996): 27—43; Rohit Deshpande and John U. Farley, «Measuring Market Orientation: Generalization and Synthesis», Journal of Market-Focused Management 2 (1998): 213—232.

20

John C. Narver, Stanley F. Slater, and Douglas L. MacLachlan «Total Market Orientation, Business Performance and Innovation», Working Paper Series, Journal of Marketing Science Institute, Report No. 00–116, 2000, pp. 1–20. См. также: Ken Matsuno and John T. Mentzer, «The Effects of Strategy Type on the Market Orientation-Performance Relationship», Journal of Marketing (October 2000): 1–16.

21

Evert Gummesson, Total Relationship Marketing (Boston: Butterworth-Heinemann, 1999); Regis McKenna, Relationship Marketing (Reading, MA: Addison-Wesley, 1991); Martin Christopher, Adrian Payne, and David Ballantyne, Relationship Marketing: Bringing Quality, Customer Service, and Marketing Together (Oxford, U.K.: Butterworth-Heinemann, 1991).

22

James C. Anderson, Hakan Hakansson, and Jan Johanson, «Dyadic Business Relationships within a Business Network Context», Journal of Marketing (October 15, 1994): 1–15.

23

Laura Mazur, «Personal Touch Is Now Crucial to Growing Profits», Marketing, November 27, 2003, p. 18.

24

Neil H. Borden, «The Concept of the Marketing Mix», Journal of Advertising Research 4 (June): 2–7. Еще одна схема приведена в: George S. Day, «The Capabilities of Market-Driven Organizations», Journal of Marketing 58, no. 4 (October 1994): 37—52.

25

E. Jerome McCarthy, Basic Marketing: A Managerial Approach , 12th ed. (Homewood, IL: Irwin, 1996). Стоит также отметить две альтернативные классификации. А. Фрей предложил делить все переменные маркетинговых решений по двум факторам: предложению (товар, упаковка, торговая марка, цена и сервис) и методам и инструментам (каналы распределения, личная продажа, реклама, стимулирование сбыта и связи с общественностью). См. Albert W. Frey, Advertising , 3rd ed.(New York: Ronald Press, 1961), p. 30. У. Лэзер и Ю. Келли предложили трехфакторную классификацию: комплекс товаров и услуг, комплекс распределения и комплекс коммуникации. См. William Lazer and Eugene L. Kelly, Managerial Marketing: Perspectives and Viewpoints , rev. ed. (Homewood, IL: Irwin, 1962), p. 413.

26

Robert Lauterborn, «New Marketing Litany: 4P’s Passе′; C-Words Take Over», Advertising Age, October 1, 1990, p. 26.

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