Кевин Келлер - Маркетинг менеджмент. Экспресс-курс
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).
312
«Heinz Is Getting Back to Basis», Food Institute Report , May 5, 2003, p. 2; «Leader of the Pack», Pittsburgh Post-Gazette , April 1, 2000.
313
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.
314
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.
315
Gerry Kermouch, «Spiking the Booze Business», BusinessWeek , May 19, 2003, pp. 77—78.
316
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.
317
Robert D. Buzzell and Frederick D. Wiersema, «Successful Share-Building Strategies», Harvard Business Review (January–February 1981): 135—144.
318
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.
319
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).
320
Stuart F. Brown, «The Company that Out-Harleys Harley», Fortune , September 24, 1998, pp. 56—57.
321
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.
322
«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.
323
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.
324
Harper W. Boyd Jr. and Sidney Levy, «New Dimensions in Consumer Analysis», Harvard Business Review (November–December 1963): 129—140.
325
Theodore Levitt, The Marketing Mode (New York: McGraw-Hill, 1969), p. 2.
326
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.
