Глава 18. Международный маркетинг

¹ 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. 18.

⁵ Система оценки политической стабильности разных стран приводится в работе: F.T. Наnеr. „Rating Investment Risks Abroad”. —Business Horizons, April 1979, p. 18 —23.

⁶ Дополнительные примеры подобного рода можно найти в работе: David A. Ricks, Marilyn Y.С. Fu and Jeffery S. Arpan. „International Business Blun­ders”. 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 K. 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. Вuell. 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 Manage­ment”. Homewood, ІІІ., „Richard D. Irwin”, 1970, chaps. 14—16.

¹¹ Warren J. Keegan. „Multinational Product Planning: Strategic Alternatives”. — Journal of Marketing, January 1969, p. 58—62.

¹² Lоuis T. We11s, Jr. „A Product Life Cycle for International Trade?” — Journal of Marketing, July 1968, p. 1—6.

¹³ См.: Miracle and Albaum. „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.

¹⁵ Описание систем распределения ряда стран приводится в статье Wadi-Nambiaratchi. „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

¹ „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 T. Carroll. „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 обслу­живания см.: Philip Kotler and Richard A. Connor, 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.

¹¹ John E. 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 1960”, 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 Коtler. „Business Marketing for Political Candidates”. — Campaigns and Elections, Summer 1981, p. 24—33.

¹⁴ Рассказ о маркетинге «города-новостройки» Вудлендса в штате Техас приво­дится в работе: Betsy D. Gelb and Ben M. Enis. „Marketing a City of the Future”. — „Marketing is Everybody's Business”. Santa Monica Calif., „Goodyear”, 1977.

¹⁵ См.: Scott Cutlip and Allen H. Center. „Effective Public Relations”. 3d ed. Englewood Cliffs, N.J., „Prentice-Hall”, 1964, p. 10.

¹⁶ См.: Philip Kotler and Gerald Zaltman. „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.