Глава 18. Международный маркетинг

Написано автором на основе следующих материалов "Brazil: Campbell Soup

Fails to Make It to the Table". - Business Week, October 12, 1981; "Brazil: Gerber

Abandons a Baby-Food Market". - Business Week, February 8, 1982.

2 См.: "The Reluctant Exporter". - Business Week, April 10, 1978, p. 54 66.

3 Bureau of Economic Analysis, U. S. Department of Commerce.

4 См.: Warren J. Keegan. "Multinational Product Planning: New Myths and Old

Realities"- "Multinational Product Management". Cambridge, Mass., Marketing Science

Institute, 1976, p. 1-8.

5 Система оценки политической стабильности разных стран приводится в

работе: F.T. На пег. "Rating Investment Risks Abroad". - Business Horizons, April 1979,

p. 18-23.

6 Дополнительные примеры подобного рода можно найти в работе: David

A. Ricks, Maril yn Y.C. Fu and Jeffery S. Arpan. "International Business Blun-

ders". Columbus, Ohio, "Grid", 1974.

7 I gal Ayal and Jehiel Zif. "Market Expansion Strategies in Multinational

Marketing".- Journal of Marketing, Spring 1979, p. 84-94.

8 James К. Sweeney. "A Small Company Enters the European Market". Harvard

Business Review, September-October 1970, p. 127-128.

9 См.: David S.R. Leighton. "Deciding When to Enter International Markets"-

"Handbook of Modern Marketing", ed. Victor P. Buell. N.Y., "McGraw-Hill", 1970,

p. 23-28.

10 Рассказ о стратегиях выхода построен в основном на материалах книги:

Gordon E. Miracle and Gerald S. Albaum. "International Marketing Manage-

ment". Homewood, 111., "Richard D. Irwin", 1970, chaps. 14 16.

! Warren J.Keegan. "Multinational Product Planning: Strategic Alternatives". -

Journal of Marketing, January 1969, p. 58-62.

12 Louis Т. Wells, Jr. "A Product Life Cycle for International Trade?" -Journal of

Marketing, July 1968, p. 1-6.

13 См.: Miracle and A Ibaum. "International Marketing Management",

p. 317-319.

14 См.: William D. Hartley. "How to Do It: Cumbersome Japanese Distribution

System Stumps U.S. Concerns". -Wall Street Journal, March 2, 1972, p. 1, 8.

5 Описание систем распределения ряда стран приводится в статье W a d i - N a m-

biaratchi. "Channels of Distribution in Developing Economies". -Business Quarterly,

Winter 1965, p. 74-82.

16 Более подробно об этом см. в статье: Arieh Goldman. "Outreach of

Consumers and the Modernization of Urban Food Retailing in Developing Countries".

Journal of Marketing, October 1974, p. 8-16.

17 Yoram Wind, Susan P. Douglas, Howard V. Perlmutter. "Guide-lines for

Developing International Marketing Strategies". -Journal of Marketing, April 1973,

p. 14-23.

Глава 19. Маркетинг услуг и маркетинг

в сфере некоммерческой деятельности

"Services Grow While the Quality Shrinks". -Business Week, October 15, 1971, p. 50.

2 Хороший подробный рассказ о системе контроля качества, практикуемой

сетью отелей <Мариотт>, содержится в статье: G. M. Hostage. "Quality Control in a

Service Business". -Harvard Business Review, July-August 1975, p. 98-106.

3 См.: W. Earl Sasser "Match Supply and Demand in Service Industries".-

Harvard Business Review, November-December 1976, p. 133-140.

4 См.: Dan R. E. Thomas. "Strategy is Different in Service Businesses".- Harvard

Business Review, July-August 1978, p. 161.

5 См.: Daniel Т. Carrol 1. "Ten Commandments for Bank Marketing". -Bankers

Magazine, Autumn 1970, p. 74-80; а также G. Lynn Shostack. "Banks Sell

Services-Not Things". - Bankers Magazine, Winter 1977, p. 40-45.

6 Public Relations News, October 27, 1947.

7 Обоснование этого довода см. в статье: Philip Kotler and William

Mindak. "Marketing and Public Relations". Journal of Marketing, October 1978, p.

13-20.

8 О других способах маркетинга услуг специализированной организации обслу-

живания см.: Philip Kotler and Richard А. С о n n о r, Jr. "Marketing Professional

Services". -Journal of Marketing, January 1977, p. 71-76.

9 Carol Oppenheim. "Bucky Dent: the Selling of a Sudden Superstar". -Chicago

Tribune, December 16, 1978, sec. 2, p. 1.

10 "In the Groove at Mercury Records". -Chicago Daily News, October 16, 1976.

n JohnE-Cooney. "Eddie Fisher Discovers That Regaining Fame Is a Daunting

Goal?-Wall Street Journal, February 20, 1978, p. 1.

12 Theodore White. "The Making of the President I960", N.Y., "Atheneum",

1961, а также Joe McGinness. "The Selling of the President 1968" N.Y., "Trident

Press", 1969.

13 См.: E. Glick. "The New Methodology". Washington D.C, American Institute

for Political Communication, 1967, p. 1; Philip Kotler and Neil Kotler. "Business

Marketing for Political Candidates". -Campaigns and Elections, Summer 1981, p. 24-33.

14 Рассказ о маркетинге <города-новостройки> Вудлендса в штате Техас приво-

дится в работе: Betsy D. Gelb and BenM. Enis. "Marketing a City of the Future".-

"Marketing is Everybodys Business". Santa Monica Calif., "Goodyear", 1977.

15 См.: Scott Cutlip and Alien H. Center. "Effective Public Relations", 3d ed.

Englewood Cliffs, N.J., "Prentice-Hall", 1964, p. 10.

722

16 См.: Philip Kotler and Gerald Z a 11 m a n. "Social Marketing: An Approach

to Planned Social Change". -Journal of Marketing, July 1971, p. 3-12.

17 См.: Eduardo Roberto. "Strategic Decision-Marking in a Social Program: The

Case of Family-Planning Diffusion". Lexington, Mass., "Lexington Books", 1975.

18 См.: Karl E. Henion II. "Ecological Marketing". Columbus, Ohio, "Grid", 1976.