Маркетинг менеджмент

Constance E. Bagley, Managers and the Legal Environment: Strategies for the 21st Century , 2d ed. (Cincinnati, OH: West Publishing, 1995).

250

Tulin Erdem, «Brand Equity as a Signaling Phenomenon», Journal of Customer Psychology 7, no. 2 (1998): 131—157.

251

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.

252

Однако концепция «власти брендинга» вызывает критические замечания в свой адрес. Некоторые оппоненты возражают против коммерциализации деятельности, связанной с брендингом. См.: Naomi Klein, No Logo: Taking Aim at the Brand Bullies (New York, NY: Picador, 2000).

253

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).

254

London UK Keller, Strategic Brand Management .

255

Christine Bittar, «Old Spice Does New Tricks», Brandweek , June 2, 2003, pp. 17—18.

256

Paul Keegan, «The Rise and Fall (and Rise Again) of Joe Boxer», Business 2.0, December 2002/January 2003, pp. 76—82.

257

Don E. Schultz, Stanley I. Tannenbaum, and Robert F. Lauterborn, Integrated Marketing Communications (Lincolnwood, IL: NTC Business Books, 1993).

258

Mohanbir Sawhney, «Don’t Harmonize, Synchronize», Harvard Business Review , July– August 2001, pp. 101—108.

259

Dawn Iacobucci and Bobby Calder, eds., Kellogg on Integrated Marketing (New York: John Wiley & Sons, 2003).

260

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.

261

Stan Maklan and Simon Knox, Competing on Value (Upper Saddle River, NJ: Financial Times, Prentice Hall, 2000).

262

«Credit-Card Deal Boosts China’s Efforts Toward a National System», Information Week , March 31, 2004, n. p.

263

Keller, Strategic Brand Management ; Todd Wasserman, «Sharpening the Focus», Brand-week , November 3, 2003, pp. 28—32.

264

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).

265

Mark Speece, «Marketer’s Malady: Fear of Change», Brandweek , August 19, 2002, p. 34.

266

Kenneth Hein «Dew Sports Street Smarts, Woos Urban Influences», Brandweek , June 6, 2005, p. 18.

267

Ronald Alsop, «Enduring Brands Hold Their Allure by Sticking Close to Their Roots», Wall Street Journal Centennial Edition , 1989.

268

Theodore Levitt, «Marketing Success Through Differentiation – of Anything», Harvard Business Review (January–February 1980): 83—91.

269

Dan Reed, «Low-Fare Rivals Keep a Close Eye on Song», USA Today , November 25, 2003, p. 6B.

270

Akshay R. Rao and Robert W. Ruekert, «Brand Alliances as Signals of Product Quality», Sloan Management Review (Fall 1994): 87—97; Akshay R. Rao, Lu Qu, and Robert W. Ruekert, «Signaling Unobservable Quality Through a Brand Ally», Journal of Marketing Research 36, no. 2 (1999): 258—268.

271