Маркетинг менеджмент

«Cadbury Outstrips Rivals After Adams Gum Buy», Evening Standard , February 23, 2005, (www.thisislondon.co.uk); «Business Bubbles», The Economist , October 12, 2002, p. 68.

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Janet Adamy, «Nature’s Way – Behind a Food Giant’s Success», Wall Street Journal, February 1, 2005, p. A1.

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Эти шесть стратегий обороны, равно как и пять стратегий атаки, взяты из статьи: Philip Kotler and Ravi Singh, «Marketing Warfare in the 1980s», Journal of Business Strategy (Winter 1981): 30—41. Дополнительную информацию можно найти в: Gerald A. Michaelson, Winning the Marketing War: A Field Manual for Business Leaders (Lanham, MD: Abt Books, 1987); Al Ries and Jack Trout, Marketing Warfar e (New York: McGraw-Hill, 1990); Jay Conrad Levinson, Guerrilla Marketing (Boston, MA: Houghton-Mifflin Co., 1984); Barrie G. James, Business Wargames (Harmondsworth, England: Penguin Books, 1984).

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«Heinz Is Getting Back to Basis», Food Institute Report , May 5, 2003, p. 2; «Leader of the Pack», Pittsburgh Post-Gazette , April 1, 2000.

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Michael E. Porter, Competitive Strategy (New York: Free Press, 1980), ch. 4; Jaideep Prabhu and David W. Stewart, «Signaling Strategies in Competitive Interaction: Building Reputations and Hiding the Truth», Journal of Marketing Research 38 (February 2001): 62—72.

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Jehoshua Eliashberg and Thomas S. Robertson, «New Product Preannouncing Behavior: A Market Signaling Study», Journal of Marketing Research 25 (August 1988): 282—292; Roger J. Calantone and Kim E. Schatzel, «Strategic Foretelling: Communication-Based Antecedents of a Firm’s Propensity to Preannounce», Journal of Marketing 64 (January 2000): 17—30.

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Gerry Kermouch, «Spiking the Booze Business», BusinessWeek , May 19, 2003, pp. 77—78.

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Philip Kotler and Paul N. Bloom, «Strategies for High Market-Share Companies», Harvard Business Review (November–December 1975): 63—72. См. также: M. Porter, Competitive Strategies, pp. 221—226.

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Robert D. Buzzell and Frederick D. Wiersema, «Successful Share-Building Strategies», Harvard Business Review (January–February 1981): 135—144.

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Linda Hellofs and Robert Jacobson, «Market Share and Customer’s Perceptions of Quality: When Can Firms Grow Their Way to Higher Versus Lower Quality?», Journal of Marketing 63, (January 1999): pp. 16—25.

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Theodore Levitt, «Innovative Imitation», Harvard Business Review , September–October 1966, pp. 63ff. См. также: Steven P. Schnaars, Managing Imitation Strategies: How Later Entrants Seize Markets from Pioneers (New York: Free Press, 1994).

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Stuart F. Brown, «The Company that Out-Harleys Harley», Fortune , September 24, 1998, pp. 56—57.

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Allen J. McGrath, «Growth Strategies with a ‘90s Twist», Across the Board (March 1995): 43—46; Antonio Ligi, «The Bottom Line: Logitech Plots Its Escape from Mouse Trap», Dow Jones Newswire , February 20, 2001.

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«Steinway Selects Pearl River to Build Essex Piano Line», Music Trades , May 2005, pp. 36+; «New Model, Focused Marketing Fuel Steinway Growth», Music Trades , March 2005, pp. 128+; Andy Serwer, «Happy Birthday, Steinway», Fortune , March 17, 2003, pp. 94—97.

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Этот раздел основан на работе: Theodore Levitt, «Marketing Success through Differentiation – of Anything», Harvard Business Review (January–February 1980): 83—91. К авторской модели мы добавили первый уровень – основную выгоду.

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Harper W. Boyd Jr. and Sidney Levy, «New Dimensions in Consumer Analysis», Harvard Business Review (November–December 1963): 129—140.

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Theodore Levitt, The Marketing Mode (New York: McGraw-Hill, 1969), p. 2.

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Ряд определений приведен в: Dictionary of Marketing Terms , ed. Peter D. Bennett (Chicago: American Marketing Association, 1995). См. также: Patrick E. Murphy and Ben M. Enis, «Classifying Products Strategically», Journal of Marketing (July 1986): 24—42.

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Российские маркетологи называют этот показатель насыщенностью ассортимента. Примеч. науч. ред.

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Robert Bordley, «Determining the Appropriate Depth and Breadth of a Firm’s Product Portfolio», Journal of Marketing Research 40 (February 2003): Peter Boatwright and Joseph C. Nunes, «Reducing Assortment: An Attribute-Based Approach», Journal of Marketing 65 (July 2001): 50—63.

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