Маркетинг менеджмент

Lawrence G. Friedman and Timothy R. Furey, The Channel Advantage: Going To Marketing with Multiple Sales Channels (Woburn, MA: Butterworth-Heinemann, 1999). Данные авторы предлагают оценивать прибыльность канала распределения по отношению затрат к выручке, или коэффициенту E / R . Коэффициент E / R рассчитывается как отношение средних затрат на заключение сделки к среднему размеру заказа. Первый показатель определятся делением общих затрат на использование канала на общее количество сделок. Чем ниже коэффициент E / R , тем прибыльнее канал: на каждый доллар выручки приходится меньше затрат.

446

Erin Killian, «Butter ‘Em Up», Forbes , June 9, 2003, pp. 175—176.

447

Americas.kyocera.com/news/.

448

Erin Anderson and Anne T. Coughlan, «Channel Management: Structure, Governance, and Relationship Management», in Handbook of Marketing , edited by Bart Weitz and Robin Wensley (London: Sage Publications, 2001), pp. 223—247.

449

Bert Rosenbloom, Marketing Channels: A Management View , 5th ed. (Hinsdale, IL: Dryden, 1995).

450

На эту тему есть великолепный доклад: Howard Sutton, Rethinking the Company’s Selling and Distribution Channels, research report no. 885, Conference Board, 1986, p. 26.

451

Russel Johnston and Paul R. Lawrence, «Beyond Vertical Integration – The Rise of the Value-Adding Partnership», Harvard Business Review (July–August 1988): 94–101; Judy A. Siguaw, Penny M. Simpson, and Thomas L. Baker, «Effects of Supplier Market Orientation on Distributor Market Orientation and the Channel Relationship: The Distribution Perspective», Journal of Marketing (July 1998): 99–111; Narakesari Narayandas and Manohar U. Kalwani, «Long-Term Manufacturer-Supplier Relationships: Do They Pay Off for Supplier Firms?» Journal of Marketing (January 1995): 1–16.

452

Anne T. Coughlan and Louis W. Stern, «Marketing Channel Design and Management», in Kellog on Marketing , edited by Dawn Iacobucci (New York: John Wiley, 2001), pp. 247—269.

453

Rob Wheery, «Pedal Pushers», Forbes , October 14, 2002, pp. 205—206.

454

В этом разделе использованы работы: Stern and El-Ansary, Marketing Channels, ch.6; Jonathan D. Hibbard, Nirmalya Kumar and Louis W. Stern, «Examining the Impact of Destructive Acts in Marketing Channel Relationships», Journal of Marketing Research 38 (February 2001): 45—61; Kersi D. Antia and Gary L. Frazier, «The Severity of Contract Enforcement in Interfirm Channel Relationships», Journal of Marketing 65 (October 2001): 67—81; James R. Brown, Chekitan S. Dev and Dong-Jin Lee, «Managing Marketing Channel Opportunism: The Efficiency of Alternative Governance Mechanisms», Journal of Marketing 64 (April 2001), pp. 51—65.

455

Inside 1 -to- 1, Peppers and Rogers Group newsletter, May 14, 2001.

456

Bob Tedeshi, «How Harley Revved Online Sales», Business 2.0 , December 2002/January 2003, p. 44.

457

Pallavi Gogoi, «The Hot News in Banking: Bricks and Mortar», BusinessWeek , April 21, 2003, pp. 83—84.

458

Steve Powers, «Retail: Tricks of the Trader », Business 2.0 , September 2005, p. 36; Amy Wu, «A Specialty Food Store with a Discount Attitude», New York Times , July 27, 2003, pp. 3–4.

459

William R. Davidson, Albert D. Bates, and Stephen J. Bass, «Retail Life Cycle», Harvard Business Review (November–December 1976): 89—96.

460

Stanley C. Hollander, «The Wheel of Retailing», Journal of Marketing (July 1960): 37—42.

461

Amy Merrick, «How Ginhgham and Polyester Rescued a Retailer), Wall Street Journal , May 9, 2003, pp. A1, A6.

462

Kimberley L. Allers, «Retail’s Rebel Yell», Fortune , November 10, 2003, pp. 137—142.

463

Cametta Coleman,»Kohl’s Retail Racetrack», Wall Street Journal , March 1, 2000, pp. B1+.

464

Kenneth T. Rosen and Amanda L. Howard, «E-tail: Gold Rush or Fool’s Gold?» California Management Review (April 1, 2000): 72–100; Moira Cotlier, «Census Releases First E-com-merce Report», Catalog Age , May 1, 2001; Associated Press, «Online Sales Boomed at End of 2000», Star-Tribune of Twin Cities , February 17, 2001; «Reinventing the Store», The Economist , November 22, 2003, pp. 65—68.

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