Часть 7 Эффективные стратегии долгосрочного роста 6 страница

Shelley Donald Coolidge, Facing Saturated Home Markets, Retailers Look to Rest of World», Christian Science Monitor, February 14, 1994, p. 7; Carla Rapoport with Justin Martin, «Retailers Go Global», Fortune, February 20, 1995, p. 102–108; Amy Feldman, «Wal‑Mart: How Big Can It Get?» Money, December 1999, pp. 158–164; Kerry Capell and Heidi Dawley, «Wal‑Mart’s Not‑So‑Secret British Weapon», BusinessWeek, January 24, 2000, p. 132.

James A. Narus and James C. Anderson, «Contributing as a Distributor to Partnerships with Manufacturers», Business Horizons (September–October 1987); James D. Hlavecek and Tommy J. McCuistion, «Industrial Distributors – When, Who, and How», Harvard Business Review (March–April 1983): 96–101.

Bert McCammon, Robert F. Lusch, Deborah S. Coykendall, and James M. Kenderline, Wholesaling in Transition ( Norman: University of Oklahoma, College of Business Administration, 1989).

Kate Maddox, Sean Callahan, and Carol Krol, «Top Trends», B to B, June 13, 2005, pp. 22+; «Annual Meetings: Grainger Out to Build Distribution Efficiency», Crain’s Chicago Business, May 6, 2002, p. 12.

Narus and Anderson, «Contributing as a Distributor to Partnerships with Manufacturers»; James D. Hlavecek and Tommy J. McCuistion, «Industrial Distributors – When, Who, and How».

Ronald Henkoff, «Delivering the Goods», Fortune, November 28, 1994, pp. 64–78.

Ronald Henkoff, «Delivering the Goods», Fortune, November 28, 1994, pp. 64–78.

Rita Koselka, «Distribution Revolution», Forbes, May 25, 1992, pp. 54–62.

Оптимальный объем заказа определяется по формуле Q = 2 DS / C, где D – годовой объем спроса; S – затраты на размещение одного заказа; C – стоимость годового хранения единицы товара. Здесь предполагается, что затраты на обработку заказа постоянны, затраты на хранение дополнительной единицы товара тоже постоянны, спрос известен заранее и нет оптовых скидок.

William C. Copacino, Supply Chain Management (Boca Raton, FL: St. Lucie Press, 1997) pp. 122–123.

Намек на систему маркировки размеров одежды: XXL – самый большой, S – самый маленький.

Diana T. Kurylko, «Taking Mini to the Max», Automotive News Europe, August 22, 2005, p. 24+; Jim Lovel, «CP+ B Spot Sells Mini DVD on Web», Adweek Online, March 16, 2005, http:/ /www.adweek.com/aw/creative/article_display.jsp?vnu_content_id=1000845006; Margo Suydam, «Let’s Motor», Shoot, December 5, 2003, pp. 19+; Karen Lundegaard, «BMW ‘Mini’ Campaign: Odd to the Max», Wall Street Journal, February 28, 2002; John Gaffney, «Most Innovative Campaign», Business 2.0, May 2002, pp. 98–99; Warren Berger, «Dare‑Devils», Business 2.0, April 2004, pp. 111–116.

Некоторые из этих определений в адаптированном виде взяты из книги: Peter D. Bennett, ed., Dictionary of Marketing Terms (Chicago: American Marketing Association, 1995).

Альтернативная модель коммуникации, разработанная специально для рекламы, представлена в работе: Barbara B. Stern, «A Revised Communication Model for Advertising: Multiple Dimensions of the Source, the Message, and the Recipient», Journal of Advertising (June 1994): 5–15. Дополнительные замечания вы можете найти в работе: Tom Duncan and Sandra E. Moriarity, «A Communication‑Based Marketing Model for Managing Relationships», Journal of Marketing (April 1998): 1–13.

Demetrios Vakratsas and Tim Ambler, «How Advertising Works: What Do We Really Know?» Journal of Marketing 63, no. 1 (January 1999): 26–43.

В основу данного раздела положен материал великолепной книги: Росситер Дж. Р., Перси Л. Реклама и продвижение товаров. 2‑е изд. – СПб.: Питер, 2003. – 656 с.: ил. – (Серия «Маркетинг для профессионалов»).

Росситер Дж. Р., Перси Л. Реклама и продвижение товаров. 2‑е изд. – СПб.: Питер, 2003. – 656 с.: ил. – (Серия «Маркетинг для профессионалов»).

James F. Engel, Roger D. Blackwell, and Paul W. Minard, Consumer Behavior, 9th ed. (Fort Worth, TX: Dryden, 2001).

Ayn E. Crowley and Wayne D. Hoyer, «An Integrative Framework for Understanding Two‑Sided Persuasion», Journal of Consumer Research (March 1994): 561–574.

C. I. Hovland, A. A. Lumsdaine, and F. D. Sheffield, Experiments on Mass Communication, vol. 3, (Princeton, NJ: Princeton University Press, 1948), ch. 8; Ayn E. Crowley and Wayne D. Hoyer, «An Integrative Framework for Understanding Two‑Sided Persuasion», Journal of Consumer Research (March 1994): 561–574. Альтернативную точку зрения вы можете найти в работе: George E. Belch, The Effects of Message Modality on One– and Two‑Sided Advertising Messages», in Advances of Consumer Research, eds. Richard P. Bagozzi and Alice M. Tybout (Ann Arbor, MI: Association for Consumer research, 1983), pp. 21–26.

Curtis P. Haugtvedt and Duane T. Wegener, «Message Order Effects in Persuasion: An Attitude Strength Perspective», Journal of Consumer Research (June 1994): 205–218; H. Rao Unnava, Robert E. Burnkrant, and Sunil Erevelles, «Effects of Presentation Order and Communication Modality on Recall and Attitude», Journal of Consumer Research (December 1994): 481–490.

Brian Sternthal and C. Samuel Craig, Consumer Behavior: An Information Processing Perspective (Upper Saddle River, NJ: Prentice Hall, 1982), pp. 282–284.

Kevin Goldman, «Advertising: Knock, Knock. Who’s There? The Same Old Funny Ad Again», Wall Street Journal, November 2, 1993, p. B10; Marc G. Weinberger, Harlan Spotts, Leland Campbell, and Amy L. Parsons, «The Use and Effect of Humor in Different Advertising Media», Journal of Advertising Research (May–June 1995): 44–55.

Herbert C. Kelman and Carl I. Hovland, «Reinstatement of the Communication in Delayed Measurement of Opinion Change», Journal of Abnormal and Social Psychology 48 (1953): 327–335.

David J. Moore, John C. Mowen, and Richard Reardon, «Multiple Sources in Advertising Appeals: When Product Endorsers Are Paid by the Advertising Sponsor», Journal of the Academy of Marketing Science (Summer 1994): 234–243.

Richard C. Morais, «Mobile Mayhem», Forbes, July 6, 1998, p. 138; «Working in Harmony», Soap Perfumery & Cosmetics, July 1, 1998, p. 27; Rodger Harrabin, «A Commercial Break for Parents», Independent, September 8, 1998, p. 19; Naveen Donthu, «A Cross‑Country Investigation of Recall of and Attitude Toward Comparative Advertising», Journal of Advertising 27 (June 1998): 111; «EU to Try Again on Tobacco Advertising Ban», Associated Press, May 9, 2001.

«Rebirth of a Salesman», The Economist, April 14, 2001.

Rob Eder, «Chain Drug Can Learn a Thing or Two from Kiehl’s», Drug Store News, August 6, 2001, p. 12; Stephanie Thompson, «Minimal Hype Nets Max Buzz at Kiehl’s», Advertising Age, April 5, 2004, pp. 4, 33.

«Renee Dye, The Buzz on Buzz», Harvard Business Review (November–Desember 2000), 139–146.

John Batelle, «The Net of Influence», Business 2.0, March 2004, p. 70.

Kenneth Hein, «Run Red Run», Brandweek, February 25, 2002, pp. 14–15.

Malcolm Macalister Hall, «Selling by Stealth», Business Life, November 2001, pp. 51–55.

Ann Meyer, «Word‑of‑Mouth Marketing Speaks Well for Small Business», Chicago Tribune, July 28, 2003.

Emanuel Rosen, The Anatomy of Buzz (New York: Currency, 2000), ch. 12; «Viral Marketing, Sales & Marketing Automation» (November 1999): 12–14; George Silverman, The Secrets of Word‑of‑Mouth Marketing (New York: AMACOM, 2001).

Jack Neff, «Spam Research Reveals Disgust with Pop‑Up Ads», Advertising Age, August 25, 2003, pp. 1, 21.

John Lehmann, «Permission Marketing Personalizes the Sales Pitch», Crain’s Cleveland Business, September 13, 2004, p. 23: Karin Connelly, «Effective Emailing», Inside Business, June 2003, pp. 59+; Gina Bernacci, «Permission Marketing: A New Path for Your Appeals», NonProfit Times, March 15, 2002, p. 23; L. Erwin, «The Secret Behind Permission‑Based Marketing», Credit Union Executive, January 2001, pp. 42+.

William T. Moran, «Insights from Pricing Research», in E. B. Bailey, ed., Pricing Practices and Strategies (New York: The Conference Board, 19780 pp. 7–13.

Gerry Khermouch, «The Top 5 Rules of Ad Game, BusinessWeek, January 20, 2003, pp. 72–73.

Don E. Schultz, Stanley I. Tannenbaum, and Robert E. Lauterborn, Integrated Marketing Communications: Putting It Together and Making It Work (Lincolnwood, IL: NTC Business Books, 1992); Don E. Schultz and Haidi Schultz, IMC, The Next Generation: Five Steps For Delivering Value and Measuring Financial Returns (New York: McGraw‑Hill, 2003).

Stacy Perman, «Branson: “I Love to Try Everything”», BusinessWeek Online, August 31, 2005, (www.businessweek.com); «Denver Man Will Boldly Go on Virgin Space Flight», Wireless News, March 24, 2005; Sean Hargrave, «Making Waves», New Media Age, January 15, 2004, pp. 24–27; Adam Lashinsky, «Shootout in Gadget Land», Fortune, November 10, 203, p. 74; Sam Hill and Glenn Rifkin, Radical Marketing (New York: Harper Business, 1999); «Virgin Holiday Store Hires HHM for Major Push», Precision Marketing, January 23, 2004, pp. 3–4.

William L. Wilkie and Paul W. Farris, «Comparison Advertising: Problem and Potential», Journal of Marketing (October 1975): 7–15.

Donald E. Schultz, Dennis Martin and William P. Brown, Strategic Advertising Campaigns (Chicago: Crain Books, 1984), pp. 192–197.

David Ogilvy, Ogilvy on Advertising (New York: Vintage Books, 1983).

Kim Bartel Sheenan, Controversies in Contemporary Advertising (Thousand Oaks, CA: Sage Publications, 2003).

Suzanne Vranica, «Sirius Ad is Best for Most Sexist», Wall Street Journal, April 1, 2004, p. B6.

Donald E. Schultz, Dennis Martin and William P. Brown, Strategic Advertising Campaigns (Chicago: Crain Books, 1984), p. 340.

Herbert E. Krugman, «What Makes Advertising Effective?» Harvard Business Review (March– April 1975): 98.

Thomas H. Davenport and John C. Beck, The Attention Economy: Understanding the New Currency of Business (Boston: Harvard Business School Press, 2000).

Demetrios Vakratsas, Fred M. Feinberg, Frank M. Bass, and Gurumurthy Kalyanarum, «The Shape of Advertising Response Functions Revisited: A Model of Dynamic Probabilistic Thresholds», Marketing Science 23, no. 1 (Winter 2004): 109–119.

Susan Thea Posnock, «It Can Control Madison Avenue», American Demographics (February 2004): 29–33.

James Betzold, «Jaded Riders Are Ever‑Tougher Sell», Advertising Age, July 9, 2001, p. S2; Michael McCarthy, «Ads Are Here, There, Everywhere», USA Today, June 19, 2001, www.usatoday.com; Kipp Cheng, «Captivating Audiences», Brandweek, November 29, 1999, p. 64; Michael McCarthy, «Critics Target ‘Omnipresent’ Ads», USA Today, April 16, 2001, www.usatoday.com

Hani I. Mesak, «An Aggregate Advertising Pulsing Model with Wearout Effects», Marketing Science, Summer 1992, pp. 310–326; Fred M. Feinberg, «Pulsing Policies for Aggregate Advertising Models», Marketing Science, Summer 1992, pp. 221–234.

Kristian S. Palda, The Measurement of Cumulative Advertising Effect (Upper Saddle River, NJ: Prentice Hall, 1964), p. 87; David B. Montgomery and Alvin J. Silk, «Estimating Dynamic Effects of Market Communications Expenditures», Management Science (June 1972): 485–501.

Помимо приведенных выше работ см. также: David Walker and Tony М. Dubitsky, «Why Liking Matters», Journal of Advertising Research (May–June 1994): 9–18; Abhilasha Mehta, «How Advertising Response Modeling (ARM) Can Increase Ad Effectiveness», Journal of Advertising Research (May–June 1994): 62–74; Karin Holstius, «Sales Response to Advertising», International Journal of Advertising 9, no. 1 (1990): 38–56; John Deighton, Caroline Henderson, and Scott Neslin, «The Effects of Advertising on Brand Switching and Repeat Purchasing», Journal of Marketing Research (February 1994): 28–43; Anil Kaul and Dick R. Wittink, «Empirical Generalizations About the Impact of Advertising on Price Sensitivity and Price», Marketing Science 14, no. 3, pt. 1(1995): G151–160; Ajay Kalra and Ronald C. Goodstein, «The Impact of Advertising Positioning Strategies on Consumer Price Sensitivity», Journal of Marketing Research ( May 1998): 210–224; Gerard J. Tellis, Rajesh K. Chandy, and Pattana Thaivanich, «Which Ad Works, When, Where, and How Often?» Modeling the Effects of Direct Television Adertising», Journal of Marketing Research 37 (February 2000): 32–46.

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.

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

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.

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.

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

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.

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).

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.

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.

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.

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

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

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.

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

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

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

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

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

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

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

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).

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.

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.

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

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.

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).

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

Эти цифры предоставлены Direct Marketing Magazine, тел. [phone].

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

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.

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.

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).

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

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

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

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

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

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

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

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

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

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

«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.

«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.

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

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

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

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

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

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.

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.

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

«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).

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.

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

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.

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.

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.

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.

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.

Philip M. Posdakoff and Scott B. MacKenzie, «Organizational Citizenship Behaviors and Sales Unit Effectiveness», Journal of Marketing Research (August 1994): 351–363.

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.

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.

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).

Michael E. Porter, Competitive Strategy (New York: The Free Press, 1980), p. 275.

Ron Lieber, «Give Us This Day Our Global Bread», Fast Company, March 2001, p. 158.

Igal Ayal and Jehiel Zif, «Market Expansion Strategies in Multinational Marketing», Journal of Marketing (Spring 1979): 84–94.

Niraj Dawar and Amitava Chattopadhyay, «Rethinking Marketing Programs for Emerging Markets», Long Range Planning 35, no. 5 (October 2002): 457–474.

Manjeet Kripalani, «Battling for Pennies in India’s Villages», BusinessWeek, June 10, 2002, p. 22E7.

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.

Joann Muller, «Global Motors», Forbes, January 12, 2004, pp. 62–68.

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.

Warren J. Keegan, Multinational Marketing Management, 5th ed. (Upper Saddle River, NJ: Prentice Hall, 1995), pp. 378–381.

Arundhati Parmar, «Dependent Variables: Sound Global Strategies Rely on Certain Factors», Marketing News, September 16, 2002, p. 4.

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).

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.

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