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Albert Wesley Frey. How Many Dollars for Advertising.

N.Y., Ronald Press, 1955, p. 65.

Ibid., p. 49.

.: G. Maxwell Ule. A Media Plan for Sputnik Cigarettes. How to Plan Media Strategy. American Association of Advertising Agencies, 1957 Regional Convention, p. 4152.

.: Sidney J. Levy. Promotional Behavior. Glenview, ., Scott, Foresman, 1971, chap. 4.

Ibid.

Sales and Marketing Management, February 23, 1981, p, 34.

How Advertising Works in Today's Marketplace. The Morrill Study. N.Y., McGraw-Hill", 1971, p. 4.

What IBM Found about Ways to Influence Selling. Business Week, December 5, 1959, p. 69 70. . :

Harold . Cash and William J. Crissy. Comparison of Advertising and Selling ,,The Psychology of Selling, vol. 12. Flushing, N.Y., Personal Development Associates, 1965.

15. :

, Bob Spitz. Caution: Men at Work on Men at Work. Esquire, July 1983, p. 105 109; Kurt Loder. Men at Work: Out to Lunch. Rotting Stone, June 23, 1983, p. 16 19, 87, 88.

16 1981 . 1982 1983 . .: Russell H. Colley. Defining Advertising Goals for Measured Advertising Results. N. Y., Association of National Advertisers, 1961.

.: William L. Wilke and Paul W. Farris. Comparison Advertising: Problem and Potential. Journal of Marketing, October 1975, p. 7 15.

.: Russell L. Ackoff and James R. Emshoff. Advertising Research at Anheuser-Busch; Inc. (1963 1968). Sloan Management Review, Winter 1975, p. 115.

John C. Maloney. Marketing Decisions and Attitude Research. Effective Marketing Coordination, ed. George L.

Baker, Jr. Chicago, American Marketing Association, 1961, p. 595 618.

Dik Warren Twedt. How to Plan New Products, Improve Old Ones, and Create Better Advertising. Journal of Marketing, January 1969, p. 53 57.

.: William A. Mindak and H. Malcolm bee. Marketing's Application to Fund Raising. Journal of Marketing, July 1971, p.

13 18.

.: L. Greenland. Is This the Era of Positioning Advertising Age, May 29, 1972.

Philip H. Dougherty. Bad Pulses the Market. New York Times, February 18, 1975, p. 40.

.: David B.Montgomery and Alvin J. Silk. Estimating Dynamic Effects of Market Communications Expenditures. Management Science, June 1972, p. 485 501.

. Rober D. Buzzell. E.I. Du Pont de Nemours & Co.:

Measurement of Effects of Advertising R. D. Buzell.

Mathematical Models and Marketing Management. Boston, Division of Research, Graduate School of Business Administration, Harvard University, 1964, p. 157 179.

.: Roger A. Strang. Sales Promotion Fast Growth, Faulty Management. Harvard Business Review, July-August 1976, p. 115 124.

Ibid., p. 116 119.

.: Roger A. Strang, Robert M. Prentice and Alden G.

Clayton. The Relationship between Advertising and Promotion in Brand Strategy. Cambridge, Mass., Marketing Science Institute, 1975, chap. 5.

Strang. Sales Promotion, p. 124.

: John F. Luick and William Lee Siegler. Sales Promotion and Modern Merchandising. N.Y., McGraw-Hill, 1968.

: CarlMagnus Seipel. Premiums Forgotten by Theory. Journal of Marketing, April 1971, p. 26 34.

.: Fred. C. Allvine. The Future for Trading Stamps and Games. Journal of Marketing, January 1969, p. 45 52.

. Our L'eggs Fit Your Legs. Business Week, March 27, 1972.

.: Walter A. Gaw. Specialty Advertising. Chicago, Specialty Advertising Association, 1970.

.: Suzette Cavanaugh. Setting Objectives and Evaluating the Effectiveness Of Trade Show Exhibits. Journal of Marketing, October 1976, p. 100 105.

Rusell D. Bowman. Merchandising and Promotion Grow Big in Marketing World. Advertising Age, December 1974, p. 21.

.: Strang. Sales Promotion, p. 120.

.: George Black. Planned Industrial Publicity. Chicago, Putman Publishing, 1952, p. 3.

.: Arthur M. Merims. Marketing's Stepchild: Products Publicity. Harvard Business Review, November-December 1972.

16. :

Michael Waldholz. How a 'Detail Man' Promotes New Drugs to Tennessee Doctors. Wall Street Journal, November 8, 1982.

Robert N. McMurry. The Mystique of Super-Salesmanship.

Harvard Business Review, March-April 1961, p. 114.

.: William R. Dixon. Redetermining the Size of the Sales Force: a Case Study. Changing Perspectives in Marketing Management, ed. Marting R. Warshaw. Ann Arbor, University of Michigan, 1962, p. 58.

Roger M. Pegram. Selling and Servicing the national Account. N. Y., Conference Board, 1972, William H. Kaven. Managing the Major Sale. N. Y., American Management Association, 1971; Benson P. Shapiro and Ronald S. Posner. Making the Major Sale. Harvard Business Review, March-April 1976, p. 6878.

.: Walter J. Talley. How to Design Sales Territories. Journal of Marketing, January 1961, p. 713.

.: Marketing News, February 5, 1982, p. 1.

- , Business Week, February 1, 1964, . 52.

McMurry. Mystique of Super Salesmanship, p. 117.

Ibid., p. 118.

David Mayer and Herbert M. Greenberg. What Makes a Good Salesman. Harvard Business Review, July-August 1964, p. 119 125.

Double-Digit Hikes in 1974 Sales Training Costs. Sales and Marketing Management, January 6, 1975, p. 54.

: W. J. . Crissy, William H. Cunningham and Isabella . . Cunningham. Selling: the Personal Force m Marketing. N. Y., John Wiley, 1977, p. 1929.

Mark Hanan. Join the Systems Sell and You Can't Be Beat.

Safe and Marketing Management, August 21, 1972, p. 44. .

: Mark Hanan, James Cribbin and Herman Heiser. Consultative Selling. N. Y., American Management Association, 1976.

17. , , Melville . Branch. The Corporate Planning Process. N. Y., American Management Association, 1962, p. 48 49.

.: Peter Drucker. Management: Tasks, Responsibilities, Practices. N. Y., Harper & Row, 1973, chap. 7.

Theodore Levitt. Marketing Myopia. Harvard Business Review, July-August 1960, p. 45 56, Charles H. Granger. The Hierarchy of Objectives. Harvard Business Review, May-June 1964, 63 74.

H. Igor Ansoff. Strategies for Diversification. Harvard Business Review, September-October 1957, p. 113 124.

: Doyle L. Weiss. Determinants of Market Share. Journal of Marketing Research, August 1968, p. 290 295; Donald E. Sexton, Jr. Estimating Marketing Policy Effects on Sales of a Frequently Purchased Product. Journal of Marketing Research, August 1970, p. 338347; Jean-Jacques Lambin. A Computer On-Line Marketing Mix Model. Journal of Marketing Research, May 1972, p. 119 126.

.: Russell Ackoff and James R. Emshoff. Advertising Research at Anheuser-Busch. Sloan Management Review, Winter 1975, p. 1 15.

.: Philip Kotler. A Guide to Gathering Expert Estimates.

Business Horizons, October 1970, p. 7987.

.: Philip Kotler. Marketing Decision Making. N.Y., Holt, Rinehart & Winston, 1971.

.: James M. Hulbert and Norman E.Toy. A Strategic Network for Marketing Control. Journal of Marketing, April 1977, p. 12 20.

Arthur J.

Daltas. Protecting Service Markets with Consumer Feedback. Cornell Hotel and Restaurant Administration Quarterly, May 1977, p.

73 77.

. : Donald R.Longman and Michael Schiff. Practical Distribution Cost Analysis. Homewood, . Richard D. Irwin, 1955.

. : Philip Kotler, William Gregor and William Rodgers. The Marketing Audit Comes of Age.

Sloan Management Review, Winter 1977, p. 2543. : Philip Kotler. From Sales Obsesion to Marketing Effectiveness. Harvard Business Review, November-December 1977, p. 6775.

18. Brazil: Campbell Soup Fails to Make It to the Table. Business Week, October 12, 1981; Brazil: Gerber Abandons a BabyFood Market. Business Week, February 8, 1982.

.: The Reluctant Exporter. Business Week, April 10, 1978, p. 5466.

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

.: Warren J. Keegan. Multinational Product Planning: New Myths and Old Realities Multinational Product Management.

Cambridge, Mass., Marketing Science Institute, 1976, p. 18.

: F.T. nr. Rating Investment Risks Abroad.

Business Horizons, April 1979, p. 18 23.

: David A. Ricks, Marilyn Y.. Fu and Jeffery S. Arpan.

International Business Blunders. Columbus, Ohio, Grid, 1974.

I gal Ayal and Jehiel Zif. Market Expansion Strategies in Multinational Marketing. Journal of Marketing, Spring 1979, p.

84 94.

James K. Sweeney. A Small Company Enters the European Market. Harvard Business Review, September-October 1970, p.

127 128.

.: David S.R. Leighton. Deciding When to Enter International Markets Handbook of Modern Marketing, ed.

Victor P. uell. N.Y., McGraw-Hill. 1970, p. 23 28.

: Gordon E. Miracle and Gerald S Albaum.

International Marketing Management. Homewood, ., Richard D.

Irwin, 1970, chaps. 1416.

Warren J. Keegan. Multinational Product Planning: Strategic Alternatives. Journal of Marketing, January 1969, p. 5862.

Luis T. We11s, Jr. A Product Life Cycle for International Trade Journal of Marketing, July 1968, p. 16.

.: Miracle and Albaum. International Marketing Management, p. 317319.

.: William D. Hartley. How to Do It: Cumbersome Japanese Distribution System Stumps U.S. Concerns. Wall Street Journal, March 2, 1972, p. 1, 8.

Wadi-Nambiaratchi. Channels of Distribution in Developing Economies. Business Quarterly, Winter 1965, p. 7482.

. : Arieh Goldman.

Outreach of Consumers and the Modernization of Urban Food Retailing in Developing Countries. Journal of Marketing, October 1974, p. 816.

Yoram Wind, Susan P. Douglas, Howard V. Perlmutter.

Guidelines for Developing International Marketing Strategies. Journal of Marketing, April 1973, p. 1423.

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

, , : G.

M. Hostage. Quality Control in a Service Business. Harvard Business Review, July-August 1975, p. 98106.

.: W. Earl Sasser Match Supply and Demand in Service Industries. Harvard Business Review, November-December 1976, p. 133140.

.: Dan R. E. Thomas. Strategy is Different in Service Businesses. Harvard Business Review, July-August 1978, p. 161.

.: Daniel T. Carroll. Ten Commandments for Bank Marketing. Bankers Magazine, Autumn 1970, p. 7480; G. Lynn Shostack. Banks Sell Services Not Things. Bankers Magazine, Winter 1977, p. 4045.

Public Relations News, October 27, 1947.

. : Philip Kotler and William Mindak. Marketing and Public Relations. Journal of Marketing, October 1978, p. 1320.

.: Philip Kotler and Richard A.

Connor, Jr. Marketing Professional Services. Journal of Marketing, January 1977, p. 7176.

Carol Oppenheim. Bucky Dent: the Selling of a Sudden Superstar. Chicago Tribune, December 16, 1978, sec. 2, p. 1.

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

John E. Cooney. Eddie Fisher Discovers That Regaining Fame Is a Daunting Goal Wall Street Journal, February 20, 1978, p. 1.

Theodore White. The Making of the President 1960, N.Y., Atheneum, 1961, Joe McGinness. The Selling of the President 1968. N.Y., Trident Press, 1969.

.: E. Glick. The New Methodology. Washington D.C., American Institute for Political Communication, 1967, p. 1; Philip Kotler and Neil tler. Business Marketing for Political Candidates.

Campaigns and Elections, Summer 1981, p. 2433.

- : Betsy D. Gelb and Ben M. Enis.

Marketing a City of the Future. Marketing is Everybody's Business. Santa Monica Calif., Goodyear, 1977.

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

10.

.: Philip Kotler and Gerald Zaltman. Social Marketing: An Approach to Planned Social Change. Journal of Marketing, July 1971, p. 312.

.: Eduardo Roberto. Strategic Decision Marking in a Social Program: The Case of Family Planning Diffusion.

Lexington, Mass., Lexington Books, 1975.

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

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