Маркетинг менеджмент

«McDonald’s Corp.’s Poultry Suppliers in the United States and Europe Have Ceased Using Human Antibiotics as Growth Promoters in Chickens, the Company Said», Nation’s Restaurant News Daily NewsFax, January 14, 2005, p. 1; William Greider, «Victory at McDonald’s», The Nation, August 18, 2003.

28

Hamish Pringle and Marjorie Thompson, Brand Soul: How Cause-Related Marketing Builds Brands (New York: John Wiley & Sons, 1999); Richard Earle, The Art of Cause Marketing (Lincolnwood, IL: NTC, 2000).

29

Из личной беседы с Г. Карпентером.

30

Stanley C. Plog, «Starbucks: More Than a Cup of Coffee», Cornell Hotel & Restaurant Administration Quarterly , May 2005, pp. 284+; Bruce Finley, «Starbucks Executive Reflects on Corporate Social Responsibility», Denver Post, April 12, 2002, ( www.denverpost.com ); Howard Schultz, Pour Your Heart Into It (New York: Hyperion, 1997).

31

H. Hammonds, «Michael Porter’s Big Ideas», Fast Company , March 2001, pp. 150—154.

32

Michael E. Porter, Competitive Advantage: Creating and Sustaining Superior Performance (New York: Free Press, 1985).

33

См.: Robert Hiebeler, Thomas B. Kelly, and Charles Ketteman, Best Practices: Building Your Business with Customer-Focused Solutions (New York: Simon and Schuster, 1998).

34

См.: Michael Hammer and James Champy, Reengineering the Corporation (New York: Harper Business, 1993).

35

Myron Magnet, «The New Golden Rule of Business», Fortune, November 28, 1994, pp. 60—64.

36

C. K. Prahalad and Gary Hamel, «The Core Competence of the Corporation», Harvard Business Review (May–June 1990): 79—91.

37

Pew Internet and American Life Project Survey , November–December 2000.

38

См. Peter Drucker, Management: Tasks, Responsibilities and Practices (New York: Harper & Row, 1973), ch. 7.

39

См. «The Hollow Corporation», BusinessWeek , March 3, 1986, pp. 57—59. См. также William H. Davidow and Michael S. Malone, The Virtual Corporation (New York: HarperBusiness, 1992).

40

Подробное обсуждение этого вопроса приведено в работе Laura Nash, «Mission statements – Mirrors and Windows», Harvard Business Review (March–April 1988), pp. 155—156.

41

Derek Abell, Defining the Business: The Starting Point of Strategic Planning (Upper Saddle River, NJ: Prentice Hall, 1980), ch. 3.

42

Theodore Levitt, «Marketing Myopia», Harvard Business Review (July–August 1960): 45—56.

43

Tilman Kemmler, Monika Kubikova′, Robert Musslewhite and Rodney Prezeau, «E-Performance II – The Good, the Bad and the Merely Average», эксклюзивный материал для mckinseyquarterly.com, 2001.

44

Размер матрицы может быть увеличен до девяти ячеек, если добавить в нее модифицированные товары и модифицированные рынки.

45

«Business: Microsoft’s Contradiction», The Economist , January 31, 1998, pp. 65—67; Andrew J. Glass, «Microsoft Pushes Forward, Playing to Win the Market», Atlanta Constitution , June 24, 1998, p. D12; Ron Chernow, «The Burden of Being a Misunderstood Monopolist», BusinessWeek , November 22, 1999, p. 42.

46

E. Jerome McCarthy, Basic Marketing: A Managerial Approach, 12th ed. (Homewood, IL: Irwin, 1996).

47

Paul J. H. Shoemaker, «Scenario Planning: A Tool for Strategic Thinking», Sloan Management Review (Winter 1995): 25—40.

48

В англоязычной аббревиатуре SWOT перечислены сокращения обследуемых параметров внешней и внутренней среды компании: Strengths – сила; Weaknesses – слабость; Opportunities – возможности; Threats – угрозы.

49

Philip Kotler, Kotler on Marketing (New York: Free Press, 1999).

50

См. Michael E. Porter, Competitive Strategy: Techniques for Analyzing Industries and Competitors (New York: Free Press, 1980), ch. 2.

51

Michael E. Porter, «What Is Strategy?» Harvard Business Review (November–December 1996), pp. 61—78.

52

О стратегических альянсах вы можете прочесть в: Peter Lorange and Johan Roos, Strategic Alliances: Formation, Implementation and Evolution (Cambridge, MA: Blackwell, 1992); Jordan D. Lewis, Partnerships for Profit: Structuring and Managing Strategic Alliances (New York: The Free Press, 1990); John R. Harbinson and Peter Pekar Jr., Smart Alliances: A Practical Guide to Repeatable Success (San Francisco: Jossey-Bass, 1998); Harvard Business Review on Strategic Alliances (Cambridge, MA: Harvard Business School Press, 2002).

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