587
Philip M. Posdakoff and Scott B. MacKenzie, «Organizational Citizenship Behaviors and Sales Unit Effectiveness», Journal of Marketing Research (August 1994): 351—363.
588
Приведенная далее дискуссия основана главным образом на работе: W.J.E. Crissy, William H. Cunningham, and Isabella C. M. Cunningham, Selling: The Personal Force in Marketing (New York: John Wiley, 1977), pp. 119—129.
589
Здесь мы приводим список дополнительной литературы по данному вопросу: Howard Raiffa, The Art and Science of Negotiation (Cambridge, MA: Harvard University Press, 1982); Max H. Bazerman and Margaret A. Neale, Negotiating Rationally (New York: The Free Press, 1992); James C. Freund, Smart Negotiating (New York: Simon & Schuster, 1992); Frank L. Acuff, How to Negotiate Anything with Anyone Anywhere Around the World (New York: American Management Association: 1993); Jehoshua Eliashberg, Gary L. Lilien, and Nam Kim, «Searching for Generalizations in Business Marketing Negotiations», Marketing Science 14, no. 3, pt. 1 (1995): G47–G60.
590
Mike Esterl, «Avon Works Out the Wrinkles», Wall Street Journal , August 31, 2005, p. B3; «Careers: What’s Is Really Like Inside Avon», Marketing , March 23, 2005, p. 79; Ramin Setoodeh, «Calling Avon’s Lady», Newsweek , December 27, 2004, pp. 98+; Emily Farris, Faye Brookman, and Julie Naughton, «Beauty Firms Think Pink», WWD , October 31, 2003, pp. 10+; (www.avon.com).
591
Michael E. Porter, Competitive Strategy (New York: The Free Press, 1980), p. 275.
592
Ron Lieber, «Give Us This Day Our Global Bread», Fast Company , March 2001, p. 158.
593
Igal Ayal and Jehiel Zif, «Market Expansion Strategies in Multinational Marketing», Journal of Marketing (Spring 1979): 84—94.
594
Niraj Dawar and Amitava Chattopadhyay, «Rethinking Marketing Programs for Emerging Markets», Long Range Planning 35, no. 5 (October 2002): 457—474.
595
Manjeet Kripalani, «Battling for Pennies in India’s Villages», BusinessWeek, June 10, 2002, p. 22E7.
596
Теоретические основы даны в работе: Leonidas C. Leonidou, Constantine S. Katsikeas, and Nigel F. Piercy, «Identifying Managerial Influences on Exporting: Past Research and Future Directions», Journal of International Marketing 6, no. 2 (1998): 74–102.
597
Joann Muller, «Global Motors», Forbes , January 12, 2004, pp. 62—68.
598
Shaoming Zou and S. Tamer Cavusgil, «The GMS: A Broad Conceptualization of Global Marketing Strategy and Its Effect on Firm Performance», Journal of Marketing 66 (October 2002): 40—56.
599
Warren J. Keegan, Multinational Marketing Management , 5th ed. (Upper Saddle River, NJ: Prentice Hall, 1995), pp. 378—381.
600
Arundhati Parmar, «Dependent Variables: Sound Global Strategies Rely on Certain Factors», Marketing News , September 16, 2002, p. 4.
601
David Leonhardt, «It Was a Hit in Buenos Aires – So Why Not Boise?» BusinessWeek, September 7, 1998, pp. 56—58; Marlene Parrish, «Taste Buds Tango at New Squirrel Hill Cafe», Pittsburgh Post-Gazette , February 6, 2003, (www.post-gazette.com/food/20030206tango0206 fnp4.asp).
602
Интересные различия, основанные на понятии глобального позиционирования культуры покупателя, рассмотрены в статье: Dana L. Alden, Jan-Benedict E.M. Steenkamp, and Rajeev Barta, «Brand Positioning through Advertising in Asia, North America and Europe: The Role of Global Consumer Culture», Journal of Marketing 63 (January 1999): 75—87.
603
John L. Graham, Alma T. Mintu, and Waymond Rogers, «Explorations of Negotiations Behaviors in Ten Foreign Cultures Using a Model Developed in the United States», Management Science 40 (January 1994): 72—95.
604
David Arnold, «Seven Rules of International Distribution», Harvard Business Review (November —December 2000): 131—137.
605
Историческое развитие представлений о маркетинге дано в работе: D.G. Brian Jones and Eric H. Shaw, «A History of Marketing Thought», in Handbook of Marketing , edited by Barton A. Weitz and Robin Wensley (London: Sage Publications, 2002).
606
Frederick E. Webster Jr., «The Role of Marketing and the Firm», in Handbook of Marketing , edited by Barton A. Weitz and Robin Wensley (London: Sage Publications, 2002).
607
Zachary Schiller, «The Marketing Revolution at Proctor & Gamble», BusinessWeek , July 25, 1988, pp. 72—76; Laurie Freeman, «P&G Widens Power Base: Adds Category Managers», Advertising Age , October 12, 1987, pp. 1+.
608
Дополнительную информацию вы можете найти в следующих работах: Robert Dewar and Don Schultz, «The Product Manager, an Idea Whose Time Has Gone», Marketing Communications (May 1998): 28—35; «The Marketing Revolution at Proctor & Gamble», BusinessWeek , July 25, 1988, pp. 72—76; Kevin T. Higgins, «Category Management: New Tools Changing Life for Manufacturers, Retailers», Marketing News , September 25, 1989, pp. 2, 19; George S. Low and Ronald A. Fullerton, «Brands, Brand Management, and the Brand Manager System: A Critical Historical Evaluation», Journal of Marketing Research (May 1994): 173—190; Michael J. Zanor, «The Profit Benefits of Category Management», Journal of Marketing Research (May 1994): 202—213.
609
Richard E. Anderson, «Matrix Redux», Business Horizons , November–December 1994, pp. 6–10.
610
Frederick E. Webster Jr., «The Role of Marketing and the Firm», in Handbook of Marketing , edited by Barton A. Weitz and Robin Wensley (London: Sage Publications, 2002), pp. 39—65.
611
Benson P. Shapiro, «Can Marketing and Manufacturing Coexist?» Harvard Business Review (September–October 1977): 104—114; Robert W. Ruekert and Orville C. Walker Jr., «Marketing’s Interaction with Other Functional Units: A Conceptual Framework with Other Empirical Evidence», Journal of Marketing (January 1987): 1–19.
612
Дополнительная информация о разработке и реализации маркетинговых планов содержится в работе: Marian Burk Wood, The Marketing Plan: A Handbook (Upper Saddle River, NJ: Prentice Hall, 2003); H.W. Goetsch, Developing, Implementing, and Managing an Effective Marketing Plan (Chicago: American Marketing Association, Lincolnwood, IL: NTC Business Books, 1993).
613
Thomas V. Bonoma, The Marketing Edge: Making Strategies Work (New York: Free Press, 1985). Большая часть данного раздела основана на этой книге.
614
Sam R. Goodman, Increasing Corporate Profitability (New York: Ronald Press, 1982), ch. 1; Bernard J. Jaworski, Vlasis Stathakopoulos, and H. Shanker Krishnan, «Control Combinations in Marketing: Conceptual Framework and Empirical Evidence», Journal of Marketing (January 1993): pp. 57—69.
615
Phillip Kotler, «From Sales Obsession to Marketing Effectiveness», Harvard Business Review, November–December 1977, рp. 67—75.
616
Phillip Kotler, William Gregor, and William Rodgers, «The Marketing Audit Comes of Age», Sloan Management Review (Winter 1989): 49—62.
617
Shelby D. Hunt and Scott Vitell, «The General Theory of Marketing Ethics: A Retrospective and Revision», in Ethics in Marketing , edited by John Quelch and Craig Smith (Chicago: Irwin, 1992).
618
Marc Gunther, «Tree Huggers, Soy Lovers, and Profits», Fortune , June 23, 2003, pp. 98–104.
