Кевин Келлер - Маркетинг менеджмент. Экспресс-курс

527

Robert C. Blattberg and Scott A. Neslin, Sales Promotion: Concepts, Methods, and Strategies (Upper Saddle River, NJ: Prentice Hall, 1990). Современный полный обзор теоретических исследований, посвященных стимулированию сбыта, вы можете найти в работе: Scott Neslin, «Sales Promotion», in Handbook of Marketing , edited by Bart Weitz and Robin Wensley (London: Sage Publications, 2002), pp. 310—338.

528

Roger A. Strang, «Sales Promotion – Fast Growth, Faulty Management», Harvard Business Review (July–August 1976): 116—119.

529

Kusum Ailawadi, Karen Gedenk and Scott A. Neslin, «Heterogeneity and Purchase Event Feedback in Choice Models: An Empirical Analysis with Inplications for Model Building», International Journal of Research in Marketing 16 (1999): 177—198; Eric T. Anderson and Duncan Simester, «The Long-Run Effects of Promotion Depth on New Versus Established Customers: Three Field Studies», Marketing Science 23, no. 1 (Winter 2004): 4–20.

530

Carl Mela, Kamel Jedidi and Douglas Bowman, «The Long Term Impact of Promotions on Consumer Stockpiling», Journal of Marketing Research 35, no. 2 (May 1998): 250—262; Harald J. Van Heerde, Peter S. H. Leeflang, and Dick Wittink, «The Estimation of Pre– and Postpromotion Dips with Store-Level Scanner Data», Journal of Marketing Research 37, no. 3 (August 2000): 383—395.

531

Paul W. Farris and John A. Quelch, «In Defense of Price Promotion», Sloan Management Review (Fall 1987): 63—69.

532

Robert George Brown, «Sales Response to Promotions and Advertising», Journal of Advertising Research (August 1974): 36—37; Carl F. Mela, Sunil Gupta, and Donald R. Lehmann, «The Long-Term Impact of Promotion and Advertising on Consumer Brand Choice», Journal of Marketing Research (May 1997): 248—261; Purushottam Papatla and Lakshman Krishnamurti, «Measuring the Dynamic Effects of Promotions on Brand Choice», Journal of Marketing Research (February 1996): 20—35; Kamel Jedidi, Carl F. Mela and Sunil Gupta, «Managing Advertising and Promotion for Long-Run Profitability», Marketing Science 18, no. 1 (1999): 1–22.

533

Обзор исследований, посвященных вопросу о том, наносит ли урон стимулирование продаж франшизам ведущих торговых марок, см. в работе: Robert C. Blattberg and Scott A. Neslin, Sales Promotion: Concepts, Methods, and Strategies (Upper Saddle River, NJ: Prentice all, 1990).

534

Magid M. Abraham and Leonard M. Lodish, «Getting the Most Out of Advertising and Promotion», Harvard Business Review (May–June 1990): 50—60; Shuba Srinivasan, Koen Pauwels, Dominique Hanssens, and Marnik Dekimpe, «Do Promotion Benefit Manufacturers, Retailers, or Both?» Management Science , vol. 50, no. 5 (May), pp. 617—629.

535

F. Kent Mitchel, «Advertising/Promotion Budgets: How Did We Get Here, and What Do We Do Now?» Journal of Consumer Marketing (Fall 1985): 405—447.

536

Модель постановки целей стимулирования сбыта приведена в работе: David B. Jones, «Setting Promotional Goals: A Communication Relationship Model», Journal of Consumer Marketing 11, no. 1 (1994): 38—49.

537

John C. Totten and Martin P. Block, Analyzing Sales Promotion: Text and Cases , 2d ed. (Chicago: Dartnell, 1994), pp. 69—70.

538

Paul W. Farris and Kusum L. Ailawadi, «Retail Power: Monster or Mouse?» Journal of Retailing (Winter 1992): 351—369.

539

Joe A. Dodson, Alice M. Tybout and Brian Sternthal, «Impact of Deals and Deal Retraction on Brand Switching», Journal of Marketing Research (February 1978): 72—81.

540

Philip Kotler, «Atmospherics as a Marketing Tool», Journal of Retailing (Winter 1973—1974): 48—64.

541

Dean Foust, «Coke: Wooing the TiVo Generation», BusinessWeek, March 1, 2004, pp. 77—78.

542

Monte Burke, «X-treme Economics», Forbes , February 2, 2004, pp. 42—44.

543

Мы предлагаем вам воспользоваться работой: Association of National Advertisers, Event Marketing: A Management Guide . Она размещена на сайте: www.ana.net/bookstore.

544

Ian Mount, «Exploding the Myths of Stadium Naming», Business 2.0, April 2002, p. 82.

545

Dwight W. Catherwood and Richard L. Van Kirk, The Complete Guide to Special Event Management (New York: John Wiley, 1992).

546

William L. Shankin and John Kuzma, «Buying That Sporting Image», Marketing Management (Spring 1992): 65.

547

Великолепный обзор этого вопроса содержится в работе: Thomas L. Harris, The Marketer’s Guide to Public Relations (New York: John Wiley, 1991); Thomas L. Harris, Value-Added Public Relations (Chicago: NTC Business Books, 1998).

548

Tom Duncan, A Study of How Manufacturers and Service Companies Perceive and Use Marketing Public Relations (Muncie, IN: Ball State University, 1985). Дополнительную информацию о различиях эффективности рекламы и PR вы можете найти в работе: Kenneth R. Lord and Sanjay Putrevu, «Advertising and Publicity: An Information Processing Perspective», Journal of Economic Psychology (March 1993): 57—84.

549

P. Rajan Varadarajan and Anil Menon, «Cause-Related Marketing: A Co-Alignment of Marketing Strategy and Corporate Philanthrophy», Journal of Marketing (July 1988): 58—74.

550

«Arts, Entertainment & Media Campaign of the Year 2004», PRWeek, n.d. (www.prweek.com/ us/events/index/cfm?fuseaction=awardDetail&id=20432).

551

Brandon Hall, «Sales Training Makeovers», Training, May 2005, pp. 14+: Carol Krol, «Canon Develops Sales Through Traditional Mail», B to B, October 11, 2004, p. 30; «Canon Tops for Copiers», Office Products International , May 2003, p. 18.

552

Термины маркетинг прямых заказов и маркетинг непосредственных отношений используются в качестве синонимов прямого маркетинга в работе: Stan Rapp and Tom Collins, The Great Marketing Turnaround (Upper Saddle River, NJ: Prentice Hall, 1990).

553

Michael McCarthy, «Direct Marketing Gets Cannes Do Spirit», USA Today, June 17, 2002, p. 4B.

554

Эти цифры предоставлены Direct Marketing Magazine , тел. 516—716–6700.

555

Edward L. Nash, Direct Marketing: Strategy, Planning, Execution , 3d ed. (New York: McGraw-Hill, 1995).

556

Средняя продолжительность сотрудничества ( N ) связана с уровнем удержания покупателей ( CR ). Предположим, компания сохраняет 80% своих покупателей в год. Тогда средняя продолжительность сотрудничества с покупателем равняется: N = 1 / (1 – CR ) = 1/0,2 = 5.

557

Lorie Grant, «Niche Catalogs’ Unique Gifts Make Money Less of an Object», USA Today , November 20, 2003, p. 3B; Olivia Barker, «Catalogs Are Complementary with Online Sales, Purchases», USA Today , December 4, 2002, p. 4E.

558

Steve Ivey, «After 2 Years, Do Not Call Registry ‘An Incredible Success’», Chicago Tribune , September 30, 2005, (www.chicagotribune.com); Meghann Cuniff, «Decline in Telemarketing Means Boom for Direct Mail Business», The Bulletin (Bend, OR), July 11, 2005, (www.ftc.gov/ donotcall).

559

Jim Edwards, «The Art of the Informecial», Brandweek , September 3, 2001, pp. 14+.

560

Charles Fishman, «The Tool of a New Machine», Fast Company , May 2004, pp. 92—95.

561

Tony Case, «Growing Up», Interactive Quarterly , April 19, 2004, pp. 32—34.

562

Thomas Mucha, «Spray Here, Get Girl», Business 2.0 , June 1, 2003.

563

Asim Ansari and Carl F. Mela, «E-Customization», Journal of Marketing Research 40, no. 2 (May 2003): 131—145.

564

David L. Smith and Karen McFee, «Media Mix 101: Online Media for Traditional Marketers», September 2003 (advantage.msn.com/articles/MediaMix101_2.asp).

565

Paul C. Judge, «Will Online Ads Ever Click?» Fast Company , March 2001, pp. 181—192.

566

Online Publisher’s Association, «OPA Media Consumption Study», January 2002.

567

Jeffrey F. Rayport and Bernard J. Jaworski, E-Commerce (New York: McGraw-Hill, 2002), pp. 116.

568

Bob Tedeschi, «E-Commerce report», New York Times , June 24, 2002, p. C8.

569

«Prime Clicking Time», The Economist , May 31, 2003, p. 65; Ben Elgin, «Search Engines Are Picking Up Steam», BusinessWeek , March 24, 2003, pp. 86—87.

570

«Global Click-Through Rates Level Off in 2004 After Year in Decline», New Media Age , November 25, 2004, p. 10; Ned Desmond, «Google’s Next Runaway Success, Business 2.0, November 2002, p. 73.

571

Heather Green, Online Ads Take Off Again», BusinessWeek , May 5, 2003, p. 75.

572

Seth Godin, Permission Marketing: Turning Strangers into Friends and Friends into Customers (New York: Simon & Schuster, 1999).

573

Chana R. Schoenberger, «Web? What Web?» Forbes, June 10, 2002, p. 132.

574

Stan Rapp and Thomas L. Collins, Maximarketing (New York: McGraw-Hill, 1987).

575

Bill Keenan, «Cost-per-Call Data Deserve Scrutiny», Industry Week , January 10, 2000.

576

Robert N. McMurry, «The Mystique of Super-Salesmanship», Harvard Business Review (March–April 1961): 114; William C. Moncrief III, «Selling Activity and Sales Position Taxonomies for Industrial Salesforces», Journal of Marketing Research (August 1986): 261—270.

577

John F. Martin and Gary S. Tubridy, «Major Account Management», AMA Management Handbook , edited by John J. Hampton (New York: Amacom, 1994) pp. 3–25–3–27; Sanjit Sengupta, Robert E. Krapfel, and Michael A. Pusateri, «The Strategic Sales Force», Marketing Management , Summer 1997, pp. 29—34; Robert S. Duboff and Lori Underhill Sherer, «Customized Customer Loyalty», Marketing Management , Summer 1997, pp. 21—27; Tricia Campbell, «Getting Top Executives to Sell», Sales & Marketing Management, October 1998, p. 39.

578

Luis R. Gomez-Mejia, David B. Balkin and Robert L. Cardy, Managing Human Resources (Upper Saddle River, NJ: Prentice Hall, 1995), pp. 416—418.

579

«What Salespeople Are Paid», Sales & Marketing Management , February 1995, pp. 30—31; Christopher Power, «Smart Selling: How Companies Are Winning Over Today’s Tougher Customer», BusinessWeek , August 3, 1992, pp. 46—48; William Keenan Jr., ed., The Sales & Marketing Management Guide to Sales Compensation Planning: Commissions, Bonuses & Beyond (Chicago: Probus Publishing, 1994).