Маркетинг менеджмент. Экспресс-курс

334

Jason Stein, «10-year Mitsubishi Warranty Is Small Part of a Larger Plan», Automotive News , January 12, 2004, p. 16.

335

«More Firms Pledge Guaranteed Service», Wall Street Journal, July 17, 1991, pp. B1, B6; Barbara Ettore, «Phenomenal Promises Mean Business», Management Review (March 1994): 18—23; Christopher W. L. Hart, Extraordinary Guarantees (New York: Amacom, 1993); Sridhar Moorthy and Kannan Srinivasan, «Signaling Quality with a Money-Back Guarantee: The Role of Transaction Costs», Marketing Science 14, no. 4 (1995): 442—446.

336

Krissana Parnsoonthorn, «Service Guarantee Offered», Bangkok Post , July 8, 2005 (www. bangkokpost.com).

337

New Product Management for the 1980s (New York: Booz, Allen & Hamilton, 1982).

338

Clayton M. Christensen, The Innovator’s Dilemma: When New Technologies Cause Great Firms to Fail (Boston: Harvard University Press, 1997).

339

Ely Dahan and John R. Hauser, «Product Development: Managing a Dispersed Process», in Handbook of Marketing , edited by Bart Weitz and Robin Wensley (London: Sage Publications, 2002), pp. 179—222.

340

Deloitte and Touche, «Vision in Manufacturing Study», Deloitte Consulting and Kenan-Flagler Business School, March 6, 1998; A. C. Nielsen, «New Product Intriduction – Successful Innovation/Failure: Fragile Boundary», A. C. Nielsen BASES and Ernst & Young Global Client Consulting, June 24, 1999.

341

Robert G. Cooper and Elko J. Kleinschmidt, New Products: The Key Factors in Success (Chicago: American Marketing Association, 1990).

342

Robert G. Cooper and Elko J. Kleinschmidt, New Products: The Key Factors in Success (Chicago: American Marketing Association, 1990).

343

Ely Dahan and John R. Hauser, «Product Development: Managing a Dispersed Process», in Handbook of Marketing , edited by Bart Weitz and Robin Wensley (London: Sage Publications, 2002), pp. 179—222.

344

John Hauser and Gerald J. Tellis, «Research on Innovation: A Review and Agenda for Marketing», 2004, working paper, M.I.T.

345

«The Ultimate Widget: 3-D “Printing” May Revolutionize Product Design and Manufacturing», U.S. News & World Report , July 20, 1992, p. 55.

346

Дополнительную информацию вы можете найти в работе: Paul E. Green and V. Srinivasan, «Conjoint Analysis in Marketing: New Developments with Applications for Research and Practice», Journal of Marketing (October 1990): 3–19; Dick R. Wittnick, Marko Vriens, and Wim Burhenne, «Commercial Uses of Conjoint Analysis in Europe: Results and Critical Reflections», International Journal of Research in Marketing (January 1994): 41—52; Jordan J. Louviere, David A. Hensher and Joffre D. Swait, Stated Choice Models: Analysis and Applications (New York: Cambridge University Press, 2000).

347

David B. Hertz, «Risk Analysis in Capital Investment», Harvard Business Review (January–February 1964): 96–106.

348

John Hauser, «House of Quality», Harvard Business Review (May–June 1988): 63—73; Lawrence R. Guinta, and Nancy C. Praizler, The QFD Book: The Team Approach to Solving Problems and Satisfying Customers Through Quality Function Deployment (New York: AMACOM, 1993); V. Srinivasan, William S. Lovejoy, and David Beach, «Integrated Product Design for Marketability and Manufacturing», Journal of Marketing Research (February 1997): 154—163.

349

Tom Peters, The Circle of Innovation (New York: Alfred A. Knopf, 1997) p. 96; Mark Borden, «Keeping Yahoo Simple – and Fast», Fortune , January 10, 2000, pp. 167—168; Rajesh Sethi, «New Product Quality and Product Development Teams», Journal of Marketing (April 2000): 1–14.

350

Philip Kotler and Gerald Zaltman, «Targeting Prospects for a New Product», Journal of Advertising Research (February 1976): 7–20.

351

Подробности приведены в работе: Keith G. Lockyer, Critical Path Analysis and Other Project Network Techniques (London: Pitman, 1984); Arvind Rangaswamy and Gary L. Lilien, «Software Tools for New Product Development», Journal of Marketing Research (February 1997): 177—184.

352

Этот раздел опирается на результаты исследований, приведенные в работе: Everett M. Rogers, Diffusion of Innovations (New York: Free Press, 1962). См. также 3-е издание этой книги, опубликованное в 1983 г.

353

Hubert Gatigton and Thomas S. Robertson, «A Propositional Inventory for New Diffusion Research», Journal of Consumer Research (March 1985): 849—867; Vijay Mahajan, Eitan Muller and Frank M. Bass, «Diffusion of New Proucts: Empirical Generalizations and Managerial Uses», Marketing Science , 14, no. 3, part 2 (1995): G79–G89; Fareena Sultan, John U. Farley, and Donald R. Lehmann, «Reflection on “A Meta-Analysis of Applications of Diffusion Models”», Journal of Marketing Research (May 1996): 247—249; Minhi Hahn, Sehoon Park, and Andris A. Zoltners, «Analysis of New Product Diffusion Using a Four-Segment Trial-Repeat Model», Marketing Science , 13, no. 3 (1994): 224—247.

354

Ряд авторов выделяет дополнительные стадии. Ч. Уоссон предлагает включить между ростом и зрелостью стадию бурной конкуренции: Chester R. Wasson, Dynamic Competitive Strategy and Product Life Cycles (Austin, TX: Austin Press, 1978). Зрелость характеризует стадию спада увеличения объема продаж и насыщение, стадию выхода кривой продаж на плато после достижения пика.

355

Robert D. Buzzell, «Competitive Behavior and Product Life Cycles», in New Ideas for Successful Marketing , edited by John S. Wright and Jack Goldstucker (Chicago: American Marketing Association, 1956), p. 51.

356

Rajesh J. Chandy, Gerald J. Tellis, Deborah J. MacInnis, and Pattana Thaivanich, «What to Say When: Advertising Appeals in Evolving Markets», Journal of Marketing Research 38 (November 2001: 399—414.

357

Steven P. Schnaars, Managing Imitation Strategies (New York: Free Press, 1994).

358

Gerald Tellis and Peter Golder, Will & Vision: How Latecomers Can Grow to Dominate Markets (New York: McGraw-Hill, 2001).

359