Маркетинг менеджмент. Экспресс-курс

53

См. Robin Cooper and Robert S. Kaplan, «Profit Priorities from Activity-Based Costing», Harvard Business Review (May–June 1991): 130–35.

54

См. Thomas J. Peters and Robert H. Waterman, Jr., In Search of Excellence: Lessons from America’s Best-Run Companies (New York: Harper &Row, 1982) pp. 9–12. Этой же схемой пользуется в: Richard Tanner Pascale and Anthony G. Athos, The Art of Japanese Management: Applications for American Executives (New York: Simon & Schuster, 1981).

55

См. Terrence E. Deal and Allan A. Kennedy, Corporate Cultures: The Rites and Rituals of Corporate Life (Reading, MA: Addison-Wesley, 1982); «Corporate Culture», BusinessWeek , October 27, 1980, pp. 148—160; Stanley M. Davis, Managing Corporate Culture (Cambridge, MA: Ballinger, 1984); and John P. Kotter and James L. Heskett, Corporate Culture and Performance (New York: The Free Press, 1992).

56

Marian Burk Wood, The Marketing Plan Handbook, 2d ed. (Upper Saddle River, NJ: Prentice Hall, 2005).

57

Donald R. Lehmann and Russell S. Winter, Product Management, 3d ed. (Boston: McGraw-Hill/Irwin, 2001).

58

John McManus, «Stumbling into Intelligence», American Demographics (April 2004): 22—25.

59

John Gaffney, «The Buzz Must Go On», Business 2.0 , February 2002, pp. 49—50.

60

Tim Ambler, Marketing and the Bottom Line: The New Metrics of Corporate Wealth (London: FT Prentice Hall, 2000).

61

Bob Donath, «Employ Marketing Metrics with a Track Record», Marketing News , September 15, 2003, p. 12.

62

Kusum L. Ailawadi, Donald R. Lehmann, and Scott A. Neslin, «Revenue Premium as an Outcome Measure of Brand Equity», Journal of Marketing 67 (October 2003): 1–17.

63

Fred Vogelstein, «Mighty Amazon», Fortune , May 26, 2003, pp. 60—74.

64

Robert S. Kaplan and David P. Norton, The Balanced Scorecard (Boston: Harvard Business School Press, 1996).

65

Как вариант, компании могут сосредоточиваться на факторах, оказывающих воздействие на их акционерную стоимость. Цель маркетингового планирования – увеличение акционерной стоимости, которая представляет собой текущую стоимость доходов будущих периодов, созданных за счет деятельности компании в текущем периоде. В анализе рентабельности обычно рассматриваются результаты только за один год. См. Alfred Rapport, Creating Shareholder Value, rev. ed. (New York: The Free Press, 1997).

66

Для дополнительного изучения темы финансового анализа см. Peter L. Mullins Measuring Customer and Product Line Profitability (Washington DC: Distribution Research and Education Foundation, 1984)

67

Robin Cooper and Robert S. Kaplan, «Profit Priorities from Activity-Based Costing», Harvard Business Review (May-June 1991): 130—135.

68

Jack Neff, «P&G, Clorox Rediscover Modeling», Advertising Age , March 29, 2004, p. 10.

69

«Sony Says PSP Sells More Than a Half Million Units in Its First 2 Days», Wireless News , April 10, 2005, www.10meters.com; Nick Wingfield, «Games for Grown-Ups», Wall Street Journal , March 17, 2005, pp. B1+; John Teresko, «ASIA: Yesterday’s Fast Followers Today’s Global Leaders», Industry Week , February 2004, pp. 22—28; Gregory Solman, «Sony’s Got Game on Movie, TV Screens», Adweek , November 26, 2003, p. NA.

70

«Real-World RFID», Information Week , May 25, 2005, www.informationweek.com.

71

Mara Der Hovanesian, «Wells Fargo», BusinessWeek, November 24, 2004, p. 96.

72

Emily Sweeney, «Karmaloop Shapes Urban Fashion by Spotting Trends Where They Start», Boston Globe , July 8, 2004, p. D3.

73

См. «In-Flight Dogfight», Business 2.0 , January 9, 2001, pp. 84—91; John Blau, «In-Flight Internet Service Ready for Takeoff», IDG News Service , June 14, 2002; «Boeing In-Flight Internet Plan Goes Airborne», Associated Press, April 18, 2004.

74

Bruce Nussbaum, «The Power of Design», Business Week , May 17, 2004, pp. 86—94.

75

Elizabeth Roger D. Blackwell, James S. Hensel, Michael B. Phillips, and Brian Sternthal, Laboratory Equipment for Marketing Research (Dubuque, IA: Kendall/Hunt, 1970); and Wally Wood, «The Race to Replace Memory», Marketing and Media Decisions , July 1986, pp. 166–67. См. также: Gerald Zaltman, «Rethinking Market Research: Putting People Back In», Journal of Marketing Research 34, no. 4 (November 1997): 424–37; Andy Raskin, «A Face Any Business Can Trust», Business 2.0 (December 2003): pp. 58—60; и Louise Witt, «Inside Intent», American Demographics (March 2004): 34—39.

76

Witt, «Inside Intent», pp. 34—39.

77

См. Kevin J. Clancy and Peter C. Krieg, Counterintuitive Marketing: How Great Results Come from Uncommon Sens e (New York: The Free Press, 2000).

78

Barbara Thau, «Target Has Home, Expansion in Its Sights», HFN, May 23, 2005, p. 4; Janet Moore and Ann Merrill, «Target Market», Minneapolis-St. Paul Star Tribune, July 27, 2001; «Hitting the Bulls-Eye: Target Sets Its Sights on East Coast Expansion», Newsweek , October 11, 1999.

79

Более детальное обсуждение можно найти в работе: Gary L. Lilien, Philip Kotler, and K. Sridhar Moorthy, Marketing Models (Upper Saddle River, NJ: Prentice Hall, 1992).

80

См.http://www.census.gov/epcd/naics02.

81

Gerald Celente, Trend Tracking (New York: Warner Books, 1991).

82

Donald G. McNeil Jr., «Demographic “Bomb” May Only Go “Pop”!» New York Times, August 29, 2004, sec. 4, p. 1; «World Population Profile: 1998 – Highlights», U.S. Census Bureau , March 18, 1999, www.census.gov.ipc/www/wp98001.html .