Кевин Келлер - Маркетинг менеджмент. Экспресс-курс

278

Дж. Траут, Э. Райс. Позиционирование: битва за умы. VIP-издание. – СПб.: Питер, 2006. – 272 с.: ил.

279

David A. Aaker, Brand Portfolio Strategy: Creating Relevance, Differentiation, Energy, Leverage, and Clarity (New York: Free Press, 2004).

280

Barbara Loken and Deborah Roedder John, «Diluting Brand Beliefs: When Do Brand Extensions Have a Negative Impact?», Journal of Marketing (July 1993): 71—84; Deborah Roedder John, Barbara Loken and Christopher Joiner, «The Negative Impact of Extensions: Can Flagships Products Be Diluted?» Journal of Marketing (January 1998): 19—32; Susan M. Bro-niarcyzk and Joseph W. Alba, «The Importance of the Brand in Brand Extension», Journal of Marketing Research (May 1994): 214—228 (весь этот номер посвящен теме брендов и мароч-.. ного капитала); R. Ahluwalia and Z. Gurhan-Canli, «The Effects of Extensions on the Family Brand Name: An Accessibility-Diagnosticity Perspective», Journal of Consumer Research 27.. (December 2000): 371—381; Z. Gurhan-Canli and M. Durairaj, «The Effects of Extensions on Brand Name Dilution and Enhancement», Journal of Marketing Research 35 (1998): 464—473; S. J. Milberg, C. W. Park, and M. S. McCarthy, «Managing Negative Feedback Effects Associated with Brand Extensions: The Impact of Alternative Branding Strategies», Journal of Consumer Psychology 6 (1997): 119—140.

281

Philip Kotler, Marketing Management , 11th ed. (Upper Saddle River, NJ: Prentice Hall, 2003); Patrick Barwise and Thomas Robertson, «Brand Portfolios», European Management Journal 10, no.3 (September 1992): 277—285.

282

Jack Trout, Differentiate or Die: Survival in Our Era of Killer Competition (New York: John Wiley, 2000).

283

Paul W. Farris, «The Chevrolet Corvette», Case UVA-M-320, The Darden Graduate Business School Foundation, University of Virginia, Charlottesville, Virginia.

284

Claudia H. Deutsch, «A Fresh Approach to Marketing for Procter’s “Fresh Approach to Laundry”», New York Times , August 8, 2005, p. C7; Jennifer Reingold, «What P&G Knows About the Power of Disign», Fast Company, June 2005, pp. 56+; Jack Neff, «P&G Kisses Up to the Boss: Consumers», Advertising Age, May 2, 2005, pp. 18+; Jack Neff, «Management: P&G vs. Martha», Advertising Age , April 8, 2002, p. 24.

285

Leonard M. Fuld, The New Competitor Intelligence: The Complete Resource for Finding, Analyzing, and Using Information about Your Competitors (New York: John Wiley, 1995); John A. Czepiel, Competitive Marketing Strategy (Upper Saddle River, NJ: Prentice Hall, 1992).

286

Kevin Lane Keller, Brian Stenthal, and Alice Tybout, «Three Questions You Need to Ask About Your Brand», Harvard Business Review , September 2002, pp. 80—89.

287

Gregory S. Carpenter, Rashi Glazer and Kent Nakamoto, «Meaningful Brands from Meaningless Differentiation: The Dependence on Irrelevant Attributes», Journal of Marketing Research , August 1994: 339–50.

288

«Brooks Bros. Has Opened a 3,5000–Sq. – Ft. Store in Florence, Italy», Chain Store Age , January 2005, p. 18; Naomi Aoki, «An Alteration at Brooks Brothers Derailed by Casual Era Retailer Returns to Its Roots», Boston Globe , November 12, 2003, p. E1.

289

Bridget Finn, «Selling Cool in a Bottle – of Dish Soap», Business 2.0 , December 2003, pp. 72—73.

290

David A. Garvin, «Competing on the Eight Dimensions of Quality», Harvard Business Review (November–December 1987): 101—109.

291

Bernd Schmitt and Alex Simonson, Marketing Aesthetics: The Strategic Management of Brand, Identity, and Image (New York: Free Press, 1997).

292

Philip Kotler, «Design: A Powerful But Neglected Strategic Tool», Journal of Business Strategy , Fall 1984, pp. 16—21; Christopher Lorenz, The Design Dimension (New York, Basil Blackwell, 1986).

293

William C. Copacino and Jonathan L.S. Byrnes, «How to Become a Supply Chain Master», Supply Chain Management Review, March–April 2002, pp. S37+.

294

Подробное обсуждение деятельности компании Cemex приведено в работе: Adrian J. Slywotzky and David J. Morrison, How Digital is Your Business ? (New York: Crown Business, 2000), ch. 5.

295

Mark Sanchez, «Herman Miller Offers Training to Its Furniture Users», Grand Rapids Business Journal , December 2, 2002, p. 23.

296

«The 25 Best Sales Forces», Sales & Marketing Management , July 1998, pp. 32—50.

297

Аналогичный список приведен в работе: Leonard L. Berry and A. Parasuraman, Marketing Services : Competing Through Quality (New York: Free Press, 1991), p. 16.

298

Michael E. Porter, Competitive Strategy (New York: Free Press, 1980), pp. 22—23.

299

Bob Tedeschi, «As Their Core Businesses Prosper, Some Companies Try to Expand Their Horizons with New Product Lines», New York Times , September 6, 2004, p. C5; Leslie Kaufman with Saul Hansell, «Holiday Lessons in Online Retailing», New York Times , January 2, 2000, sec. 3, pp. 1, 14.

300

Michael Krantz, «Click Till You Drop», Time, July 20, 1998, pp. 34—39; Michael Krauss, «The Web Is Taking Your Customers for Itself», Marketing News , June 8, 1998, p. 8.

301

Hiawatha Bray, «The Boston Globe Upgrade Column», Boston Globe , July 12, 2004, (www.boston.com/globe); Jonathan Gaw, «Britannica Gives In and Gets Online», Los Angeles Times , October 19, 2000, p. A1; Jerry Useem, «Withering Britannica Bets It All on the Web», Fortune , November 22, 1999, pp. 344, 348.

302

Tom Lowry, Ronald Grover, and Catherine Yang with Steve Rosenbush and Peter Burrows, «Mega Media Mergers: How Dangerous?» BusinessWeek , February 23, 2004, pp. 34—42.

303

Kathryn Rudie Harrigan, «The Effect of Exit Barriers Upon Strategic Flexibility», Strategic Management Journal 1 (1980): 165—176.

304

Michael E. Porter, Competitive Strategy (New York: Free Press, 1980), ch. 13.

305

Jeffrey F. Rayport and Bernard J. Jaworski, E-Commerce (New York: McGraw-Hill, 2001), p. 53.

306

Michael E. Porter, Competitive Strategy (New York: Free Press, 1980), ch. 7.

307

William E. Rothschild, How to Gain (and Maintain) the Competitive Advantage (New York: McGraw-Hill, 1989), ch. 5.

308

Michael E. Porter, Competitive Strategy (New York: Free Press, 1980), ch. 7.

309

«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.

310

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

311

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).