Кевин Келлер - Маркетинг менеджмент. Экспресс-курс

580

Sonke Albers, «Salesforce Management – Compensation, Motivation, Selection, and Training», in Handbook of Marketing , edited by Bart Weitz and Robin Wensley (London: Sage Publications, 2002), pp. 248—266.

581

Nanette Byrnes, «Avon Calling – Lots of New Reps», BusinessWeek , June 2, 2003, pp. 53—54.

582

Michael R. W. Bommer, Brian F. O’Neil, and Beheruz N. Sethna, «A Methodology for Optimizing Selling Time of Salespersons», Journal of Marketing Theory and Practice (Spring 1994): 61—75; Lissan Joseph, «On the Optimality of Delegating Pricing Authority to the Sales Force», Journal of Marketing 65 (January 2001): 62—70.

583

Thomas Blackhear and Richard E. Plank, «The Impact of Adaptive Selling on Sales Effectiveness Within the Pharmaceutical Industry», Journal of Marketing Theory and Practice (Summer 1994): 106—125.

584

Dartnell Corporation , 30 th Sales Force Compensation Anniversary Survey . 12,7% времени тратится на сервисные контакты, 16% – на выполнение работ административного характера, 25,1% – на продажи по телефону и 17,4% – на ожидание и время в пути.

585

Willem Verbeke and Richard P. Bagozzi, «Sales Call Anxiety: Exploring What It Means When Fear Rules a Sales Encounter», Journal of Marketing 64 (July 2000): 88–101.

586

Gillbert A. Churchill, Jr., Neil M. Ford, and Orville C. Walker, Jr., Sales Force Management: Planning, Implementation and Control , 4th ed. (Homewood, IL: Irwin, 1993); Jhinuk Chow-dhury, «The Motivational Impact of Sales Quotas on Effort», Journal of Marketing Research (February 1993): 28—41; Murali K. Mantrala, Prabhakant Sinha, and Andris A. Zoltners, «Structuring a Multiproduct Sales Quota-Bonus Plan for a Heterogeneous Sales Force: A Practical Model-Based Approach», Marketing Science 13, no. 2 (1994): 121—144; Wujin Chu, Eitan Gerstner, and James D. Hess, «Costs and Benefits of Hard-Sell», Journal of Marketing Research (February 1995): 97–102; Manfred Krafft, «An Empirical Investigation of the Antecedents of Sales Force Control Systems», Journal of Marketing 63 (July 1999): 120—134.

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.