Часть 7 Эффективные стратегии долгосрочного роста 4 страница

Arnt Buvik and George John, «When Does Vertical Coordination Improve Industrial Purchasing Relationships?» Journal of Marketing 64 (October 2000): 52–64.

Akesel I. Rokkan, Jan B. Heide, and Kenneth H. Wathne, «Specific Investment in Marketing Relationships: Expropriation and Bonding Effects», Journal of Marketing Research 40 (May 2003): 210–224.

Mrinal Ghosh and George John, «Governance Value Analysis and Marketing Strategy», Journal of Marketing 63 (Special Issue, 1999): 131–145.

Arnt Buvik and George John, «When Does Vertical Coordination Improve Industrial Purchasing Relationships?» Journal of Marketing 64 (October 2000): 52–64.

Kenneth H. Wathne and Jan B. Heide, «Opportunism in Interfirm Relationships: Forms, Outcomes, and Solutions», Journal of Marketing 64 (October 2000): 36–51.

Mary Walton, «When Your Partner Fails You», Fortune, May 26, 1997, pp. 87–89.

Mark B. Houston and Shane A. Johnson, «Buyer‑Supplier Contracts Versus Joint Ventures: Determinants and Consequences of Transaction Structure», Journal of Marketing Research 37, (February 2000): 1–15.

Julie Carter, «Hallmark Salutes Veterans with Cards», VFW Magazine, November 2003, pp. 16+; Dennis Coday, «Hallmark to Sell Edi al‑Fitr Cards», National Catholic Reporter, October 3, 2003, p. 7; «Mostly Spanish, Sometimes English», MMR, February 24, 2003, p. 26; «AG, Hallmark Build on Ethnic Diversity», MMR, October 15, 2001, pp. 37+; «New Arrangements at Hallmark», Promo, May 1, 2001, pp. 77+; Beth Whitehouse, «Season’s Greetings», Newsday, December 11, 2000, p. B6.

James C. Anderson and James A. Narus, «Capturing the Value of Supplementary Services», Harvard Business Review (January–February 1995): 75–83.

Tevfik Dalgic and Maarten Leeuw, «Niche Marketing Revisited: Concept, Applications, and Some European Cases», European Journal of Marketing, 28, no. 4 (1994): 39–55.

Ian Zack, «Out of the Tube», Forbes, November 26, 2001, p. 200.

Robert Blattberg and John Deighton, «Interactive Marketing: Exploiting the Age of Add‑ressibility», Sloan Management Review 33, no.1 (1991): 5–14.

Kris Maher, «Career Journal – Help Wanted: Marketing Director with Golden Touch», Wall Street Journal, June 11, 2002, p. B10; Paul Davidson, «Entrepreneurs Reap Riches from Net Niches», USA Today, April 20, 1998, p. B3 (www. ostrichesonline.com).

Peter Post, «Beyond Brand – The Power of Experience Branding», ANA/The Advertiser (October/November 2000).

Don Peppers and Martha Rogers, The One to One Future: Building Relationships One Customer at a Time (New York: Currency/Doubleday, 1993).

Adrian J. Slywotzky and David J. Morrison, How Digital is Your Business? (New York: Crown Business, 2000), p. 39.

Jerry Wind and A. Rangaswamy, «Customarization: The Second Revolution in Mass Customization», Wharton School Working Paper, June 1999.

James C. Anderson and James A. Narus, «Capturing the Value of Supplementary Services», Harvard Business Review (January–February 1995): 75–83.

«Creating Greater Customer Value May Require a Lot of Changes», Organizational Dynamics, Summer 1998, p. 26.

Joann Muller, «Kmart con Salsa: Will It Be Enough?» BusinessWeek, September 9, 2002.

Kate Kane, «It’s a Small World», Working Woman, October 1997, p. 22.

Другой ведущий поставщик геодемографических данных – Cluster Plus (Strategic Mapping).

Michael J. Weiss, «To Be About To Be», American Demographics (September 2003): 29–36.

Sarah Allison and Carlos Tejada, «Mr., Mrs., Meet Mr. Clean», Wall Street Journal, January 30, 2003, pp. B1, B3.

Jim Rendon, «Rear Window», Business 2.0, August 2003, p. 72.

Aixa Pascual, «Lowe’s Is Sprucing Up Its House», BusinessWeek, June 3, 2002, pp. 56–57; Pamela Sebastian Ridge, «Tool Sellers Tap Their Feminine Side», Wall Street Journal, June 16, 2002, p. B1.

Gregory L. White and Shirley Leunig, «Middle Market Shrinks as Americans Migrate toward the Higher End», Wall Street Journal, March 29, 2002, pp. A1, A8.

Andrew E. Serwer, «42,496 Secrets Bared», Fortune, January 24, 1994, pp. 13–14; Kenneth Labich, «Class in America», Fortune, February 7, 1994, pp. 114–126.

Leah Rickard, «Gerber Trots Out New Ads Backing Toddler Food Line», Advertising Age, April 11, 1994, pp. 1, 48.

Pam Danziger, «Getting More for V‑Day», Brandweek, February 9, 2004, p. 19.

Allana Sullivan, «Mobil Bets Drivers Pick Cappuccino over Parties», Wall Street Journal, January 30, 1995.

Эта классификация представляет собой адаптированный вариант системы, опубликованной в: George H. Brown, «Brand Loyalty – Fact or Fiction?», Advertising Age, June 1952–January 1953. См. также: Peter E. Rossi, R. McCulloch, and G. Allenby, «The Value of Purchase History Data in Target Marketing», Marketing Science 15, no. 4 (1996): 321–340.

Chip Walker, «How Strong Is Your Brand?» Marketing Tools, January/February 1995, pp. 46–53.

www.conversionmodel.com

Jesse Berst, «Why Small Business Is Suddenly Big Business», ZDNet AnchorDesk, November 29, 1999 (www.anchordesk.com).

«BB&T: Picture Perfect», Financial Services Marketing, January–February 2001, p. 17.

Thomas S. Robertson and Howard Barich, «A Successful Approach to Segmenting Industrial Markets», Planning Forum (November–December 1992): 5–11.

www.esteelauder.com

«Dell Targets SMBs with Tailored Products», InformationWeek, April 28, 2005, n.p.; Catherine Arns, «PC Makers Head for “SoHo”», BusinessWeek, September 28, 1992, pp. 125–126; Gerry Khermouch, «The Marketers Take Over», Brandweek, September 27, 1993, pp. 29–35.

Исследование иерархии атрибутов на кофейном рынке приведено в работе: Dipak jane, Frank M. Bass, and Yu‑Min Chen, «Estimation of Latent Class Models with Heterogeneous Choice Probabilities: An Application to Market Structuring», Journal of Marketing Research (February 1990): 94–101. Анализ глобальных рынков дан в работе: Freakel Ter Hofstede, Jan‑Benedict E. M. Steenkamp, and Michel Wedel, «International Market Segmentation Based on Consumer–Product Relations», Journal of Marketing Research (February 1999): 1–17.

Bart Macchiette and Roy Abhijit, «Sensitive Groups and Social Issues», Journal of Consumer Marketing 11, no. 4 (1994): 55–64.

Ben Elgin, «Google’s Leap May Slow Rivals Growth», BusinessWeek, July 18, 2005, p. 45; Saul Hansell, «Google Revenue Nearly Doubles in Quarter», New York Times, April 22, 2005, p. C3; Carol Krol, «Google Sees Brand as Key to Expansion», B to B, October 25, 2004, p. 22; «How Good Is Google?» The Economist, November 21, 2003, pp. 57–58; Fred Vogelstein, «Can Google Grow UP?» Fortune, December 8, 2003, pp. 102–111.

Jacob Jacoby, Jerry C. Olson, and Rafael Haddock, «Price, Brand Name, and Product Composition Characteristics as Determinants of Perceived Quality», Journal of Consumer Research, 3, no. 4 (1971): 209–216; Jacob Jacoby, George Syzbillo, and Jacqueline Busato‑Sehach, «Information Acquisition Behavior in Brand Choice Situations», Journal of Marketing Research (1977): 63–69.

Leslie de Chernatony and Gil McWilliam, «The Varying Nature of Brands as Assets», International Journal of Advertising 8, no. 4 (1989): 339–349.

Constance E. Bagley, Managers and the Legal Environment: Strategies for the 21st Century, 2d ed. (Cincinnati, OH: West Publishing, 1995).

Tulin Erdem, «Brand Equity as a Signaling Phenomenon», Journal of Customer Psychology 7, no. 2 (1998): 131–157.

Scott Davis, Brand Asset Management: Driving Profitable Growth Through Your Brands, (San Francisco: Jossey‑Bass, 2000); D. C. Bello and M. B. Holbrook, «Does an Absencwe of Brand Equity Generalize Across Product Classes?» Journal of Business Research 34 (1996): 125–131; Mary W. Sullivan, «How Brand Names Affect the Demand for Twin Automobiles», Journal of Marketing Research 35 (1998): 154–165; Adrian J. Slywotzky and Benson P. Shapiro, «Leveraging to Beat the Odds: The New Marketing Mindset», Harvard Business Review (September– October 1993): 97–107.

Однако концепция «власти брендинга» вызывает критические замечания в свой адрес. Некоторые оппоненты возражают против коммерциализации деятельности, связанной с брендингом. См.: Naomi Klein, No Logo: Taking Aim at the Brand Bullies (New York, NY: Picador, 2000).

Остальные методы основаны на принципах экономических сигналов (Tulin Erdem, «Brand Equity as a Signaling Phenomenon», Journal of Customer Psychology 7, no. 2 (1998): 131–157) или исходят из социологических, антропологических или биологических принципов (Grant McCraken, «Culture and Consumption: A Theoretical Account of the Structure and Movement of Cultural Meaning of Consumer Goods», Journal of Consumer Research 13 (1986): 71–83; Susan Fournier, «Consumers and Their Brands: Developing Relationship Theory in Consumer Research», Journal of Consumer Research 24, no. 3 (1998): 343–373).

London UK Keller, Strategic Brand Management.

Christine Bittar, «Old Spice Does New Tricks», Brandweek, June 2, 2003, pp. 17–18.

Paul Keegan, «The Rise and Fall (and Rise Again) of Joe Boxer», Business 2.0, December 2002/January 2003, pp. 76–82.

Don E. Schultz, Stanley I. Tannenbaum, and Robert F. Lauterborn, Integrated Marketing Communications (Lincolnwood, IL: NTC Business Books, 1993).

Mohanbir Sawhney, «Don’t Harmonize, Synchronize», Harvard Business Review, July– August 2001, pp. 101–108.

Dawn Iacobucci and Bobby Calder, eds., Kellogg on Integrated Marketing (New York: John Wiley & Sons, 2003).

Scott Davis and Michael Dunn, Building the Brand‑Driven Business (New York: John Wiley & Sons, 2002); Colin Mitchell, «Selling the Brand Inside», Harvard Business Review (January 2002): 99–105.

Stan Maklan and Simon Knox, Competing on Value (Upper Saddle River, NJ: Financial Times, Prentice Hall, 2000).

«Credit‑Card Deal Boosts China’s Efforts Toward a National System», Information Week, March 31, 2004, n. p.

Keller, Strategic Brand Management; Todd Wasserman, «Sharpening the Focus», Brand‑week, November 3, 2003, pp. 28–32.

Рейтинг 100 лучших мировых брендов, полученный на основании их оценки Interbrand, приведен в работе: Diane Brady, Robert D. Hof, Andy Reinhardt, Moon Ihlwan, Stanley Holmes, and Kerry Capell, «Cult Brands: The BusinessWeek/Interbrand Annual Ranking of the World’s Most Valuable Brands Shows the Power of Passionate Consumers», BusinessWeek, August 9, 2004, pp. 58+; «Marked by the Market», The Economist, December 1, 2001, pp. 59–60 (работа содержит графическое применение Индекса добавленной стоимости Стерна Стюарта).

Mark Speece, «Marketer’s Malady: Fear of Change», Brandweek, August 19, 2002, p. 34.

Kenneth Hein «Dew Sports Street Smarts, Woos Urban Influences», Brandweek, June 6, 2005, p. 18.

Ronald Alsop, «Enduring Brands Hold Their Allure by Sticking Close to Their Roots», Wall Street Journal Centennial Edition, 1989.

Theodore Levitt, «Marketing Success Through Differentiation – of Anything», Harvard Business Review (January–February 1980): 83–91.

Dan Reed, «Low‑Fare Rivals Keep a Close Eye on Song», USA Today, November 25, 2003, p. 6B.

Akshay R. Rao and Robert W. Ruekert, «Brand Alliances as Signals of Product Quality», Sloan Management Review (Fall 1994): 87–97; Akshay R. Rao, Lu Qu, and Robert W. Ruekert, «Signaling Unobservable Quality Through a Brand Ally», Journal of Marketing Research 36, no. 2 (1999): 258–268.

Bernard L. Simonin and Julie A. Ruth, «Is a Company Known by the Company It Keeps? Assessing the Spillover Effects of Brand Alliances on Consumer Brand Attitudes», Journal of Marketing Research (February 1998): 30–42; C. W. Park, S. Y. Jun, and A. D. Shocker, «Com‑posite Branding Alliances: An Investigation of Extension and Feedback Effects», Journal of Marketing Research 33 (1996): 453–466.

Peter Farquhar, «Managing Brand Equity», Marketing Research 1 (September 1989): 24–33.

Byung‑Do Kim and Mary W. Sullivan, «The Effect of Parent Brand Experience on Line Extension Trial and Repeat Purchase», Marketing Letters 9 (April 1998): 181–193.

Kevin Lane Keller and David A. Aaker, «The Effects of Sequential Introduction of Brand Extensions», Journal of Marketing Research 29 (February 1992): 35–50; John Milewicz and Paul Herbig, «Evaluating the Brand Extension Decision Using a Model of Reputation Building», Journal of Product & Brand Management 3, no. 1 (1994): 39–47.

Mary W. Sullivan, «Brand Extensions: When to Use Them», Management Science 38, no. 6 (June 1992): 793–806; Daniel C. Smith, «Brand Extension and Advertising Efficiency: What Can and Cannot Be Expected», Journal of Advertising Research (November/December 1992): 11–20; Daniel C. Smith and C. Whan Park, «The Effects of Brand Extensions on Market Share and Advertising Efficiency», Journal of Marketing Research 29 (August 1992): 296–313.

Subramanian Balachander and Sanjoy Ghose, «Reciprocal Spillover Effects: A Strategic Benefit of Brand Extensions», Journal of Marketing 67, no. 1 (January 2003): 4–13.

John A. Quelch and David Kenny, «Extend Profits, Not Product Lines», Harvard Business Review (September–October 1994): 153–160; Perspectives from the Editors, «The Logic of Product‑Line Extensions», Harvard Business Review (November–December 1994): 53–62; J. Andrews and G. S. Low, «New But Not Improved: Factors That Affect the Development of Meaningful Line Extensions», Working Paper Report No. 98–124 (Cambridge, MA: Marketing Science Institute, November 1998); Maureen Morrin, «The Impact of Brand Extensions on Parent Brand Memory Structures and Retrieval Processes», Journal of Marketing Research 36, no. 4 (1999): 517–525.

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

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

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.

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.

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

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

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.

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).

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.

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.

«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.

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

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

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

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).

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

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.

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

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

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

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

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.

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.

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.

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.

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

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

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

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

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

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

«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.

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

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).

«Heinz Is Getting Back to Basis», Food Institute Report, May 5, 2003, p. 2; «Leader of the Pack», Pittsburgh Post‑Gazette, April 1, 2000.

Michael E. Porter, Competitive Strategy (New York: Free Press, 1980), ch. 4; Jaideep Prabhu and David W. Stewart, «Signaling Strategies in Competitive Interaction: Building Reputations and Hiding the Truth», Journal of Marketing Research 38 (February 2001): 62–72.

Jehoshua Eliashberg and Thomas S. Robertson, «New Product Preannouncing Behavior: A Market Signaling Study», Journal of Marketing Research 25 (August 1988): 282–292; Roger J. Calantone and Kim E. Schatzel, «Strategic Foretelling: Communication‑Based Antecedents of a Firm’s Propensity to Preannounce», Journal of Marketing 64 (January 2000): 17–30.

Gerry Kermouch, «Spiking the Booze Business», BusinessWeek, May 19, 2003, pp. 77–78.

Philip Kotler and Paul N. Bloom, «Strategies for High Market‑Share Companies», Harvard Business Review (November–December 1975): 63–72. См. также: M. Porter, Competitive Strategies, pp. 221–226.

Robert D. Buzzell and Frederick D. Wiersema, «Successful Share‑Building Strategies», Harvard Business Review (January–February 1981): 135–144.

Linda Hellofs and Robert Jacobson, «Market Share and Customer’s Perceptions of Quality: When Can Firms Grow Their Way to Higher Versus Lower Quality?», Journal of Marketing 63, (January 1999): pp. 16–25.

Theodore Levitt, «Innovative Imitation», Harvard Business Review, September–October 1966, pp. 63ff. См. также: Steven P. Schnaars, Managing Imitation Strategies: How Later Entrants Seize Markets from Pioneers (New York: Free Press, 1994).

Stuart F. Brown, «The Company that Out‑Harleys Harley», Fortune, September 24, 1998, pp. 56–57.

Allen J. McGrath, «Growth Strategies with a ‘90s Twist», Across the Board (March 1995): 43–46; Antonio Ligi, «The Bottom Line: Logitech Plots Its Escape from Mouse Trap», Dow Jones Newswire, February 20, 2001.

«Steinway Selects Pearl River to Build Essex Piano Line», Music Trades, May 2005, pp. 36+; «New Model, Focused Marketing Fuel Steinway Growth», Music Trades, March 2005, pp. 128+; Andy Serwer, «Happy Birthday, Steinway», Fortune, March 17, 2003, pp. 94–97.

Этот раздел основан на работе: Theodore Levitt, «Marketing Success through Differentiation – of Anything», Harvard Business Review (January–February 1980): 83–91. К авторской модели мы добавили первый уровень – основную выгоду.

Harper W. Boyd Jr. and Sidney Levy, «New Dimensions in Consumer Analysis», Harvard Business Review (November–December 1963): 129–140.

Theodore Levitt, The Marketing Mode (New York: McGraw‑Hill, 1969), p. 2.

Ряд определений приведен в: Dictionary of Marketing Terms, ed. Peter D. Bennett (Chicago: American Marketing Association, 1995). См. также: Patrick E. Murphy and Ben M. Enis, «Classifying Products Strategically», Journal of Marketing (July 1986): 24–42.

Российские маркетологи называют этот показатель насыщенностью ассортимента. Примеч. науч. ред.

Robert Bordley, «Determining the Appropriate Depth and Breadth of a Firm’s Product Portfolio», Journal of Marketing Research 40 (February 2003): Peter Boatwright and Joseph C. Nunes, «Reducing Assortment: An Attribute‑Based Approach», Journal of Marketing 65 (July 2001): 50–63.

Peter Sanders, «Cool at the Lower End», Wall Street Journal, June 6, 2005, p. B1; Michael Martinez, «Hotel Chains Complete in a Bid to Provide the Comfiest Night’s Sleep», San Jose Mercury News, June 27, 2005 (www.mercurynews.com).

Seth Goldin, «In Praise of Purple Cows», Fast Company, February 2003, pp. 74–85.

Susan B. Bassin, «Value‑Added Packaging Cuts Through Store Clutter», Marketing News, September 26, 1988, p. 21.

«Tetra Pak, A Supplier of Food and Beverage Processing and Packaging Systems», Machine Design, May 5, 2005, p. 53.

Siva K. Balasubramanian and Catherine Cole, «Consumers’ Search and Use of Nutrition Information: The Challenge and Promise of the Nutrition Labeling and Education Act», Journal of Marketing 66 (July 2002): 112–127; John C. Kozup, Elizabeth H. Creyer, and Scot Burton, «Making Healthful Food Choices: The Influence of Health Claims and Nutrition Information on Consumers’ Evaluations of Packaged Food Products and Restaurant Menu Items», Journal of Marketing 67 (April 2003): 19–34.

Jason Stein, «10‑year Mitsubishi Warranty Is Small Part of a Larger Plan», Automotive News, January 12, 2004, p. 16.

«More Firms Pledge Guaranteed Service», Wall Street Journal, July 17, 1991, pp. B1, B6; Barbara Ettore, «Phenomenal Promises Mean Business», Management Review (March 1994): 18–23; Christopher W. L. Hart, Extraordinary Guarantees (New York: Amacom, 1993); Sridhar Moorthy and Kannan Srinivasan, «Signaling Quality with a Money‑Back Guarantee: The Role of Transaction Costs», Marketing Science 14, no. 4 (1995): 442–446.

Krissana Parnsoonthorn, «Service Guarantee Offered», Bangkok Post, July 8, 2005 (www. bangkokpost.com).

New Product Management for the 1980s (New York: Booz, Allen & Hamilton, 1982).

Clayton M. Christensen, The Innovator’s Dilemma: When New Technologies Cause Great Firms to Fail (Boston: Harvard University Press, 1997).

Ely Dahan and John R. Hauser, «Product Development: Managing a Dispersed Process», in Handbook of Marketing, edited by Bart Weitz and Robin Wensley (London: Sage Publications, 2002), pp. 179–222.

Deloitte and Touche, «Vision in Manufacturing Study», Deloitte Consulting and Kenan‑Flagler Business School, March 6, 1998; A. C. Nielsen, «New Product Intriduction – Successful Innovation/Failure: Fragile Boundary», A. C. Nielsen BASES and Ernst & Young Global Client Consulting, June 24, 1999.

Robert G. Cooper and Elko J. Kleinschmidt, New Products: The Key Factors in Success (Chicago: American Marketing Association, 1990).

Robert G. Cooper and Elko J. Kleinschmidt, New Products: The Key Factors in Success (Chicago: American Marketing Association, 1990).

Ely Dahan and John R. Hauser, «Product Development: Managing a Dispersed Process», in Handbook of Marketing, edited by Bart Weitz and Robin Wensley (London: Sage Publications, 2002), pp. 179–222.

John Hauser and Gerald J. Tellis, «Research on Innovation: A Review and Agenda for Marketing», 2004, working paper, M.I.T.

«The Ultimate Widget: 3‑D “Printing” May Revolutionize Product Design and Manufacturing», U.S. News & World Report, July 20, 1992, p. 55.

Дополнительную информацию вы можете найти в работе: Paul E. Green and V. Srinivasan, «Conjoint Analysis in Marketing: New Developments with Applications for Research and Practice», Journal of Marketing (October 1990): 3–19; Dick R. Wittnick, Marko Vriens, and Wim Burhenne, «Commercial Uses of Conjoint Analysis in Europe: Results and Critical Reflections», International Journal of Research in Marketing (January 1994): 41–52; Jordan J. Louviere, David A. Hensher and Joffre D. Swait, Stated Choice Models: Analysis and Applications (New York: Cambridge University Press, 2000).

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