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531

Paul W. Farris and John A. Quelch, «In Defense of Price Promotion», Sloan Management Review (Fall 1987): 63—69.

532

Robert George Brown, «Sales Response to Promotions and Advertising», Journal of Advertising Research (August 1974): 36—37; Carl F. Mela, Sunil Gupta, and Donald R. Lehmann, «The Long-Term Impact of Promotion and Advertising on Consumer Brand Choice», Journal of Marketing Research (May 1997): 248—261; Purushottam Papatla and Lakshman Krishnamurti, «Measuring the Dynamic Effects of Promotions on Brand Choice», Journal of Marketing Research (February 1996): 20—35; Kamel Jedidi, Carl F. Mela and Sunil Gupta, «Managing Advertising and Promotion for Long-Run Profitability», Marketing Science 18, no. 1 (1999): 1–22.

533

Обзор исследований, посвященных вопросу о том, наносит ли урон стимулирование продаж франшизам ведущих торговых марок, см. в работе: Robert C. Blattberg and Scott A. Neslin, Sales Promotion: Concepts, Methods, and Strategies (Upper Saddle River, NJ: Prentice all, 1990).

534

Magid M. Abraham and Leonard M. Lodish, «Getting the Most Out of Advertising and Promotion», Harvard Business Review (May–June 1990): 50—60; Shuba Srinivasan, Koen Pauwels, Dominique Hanssens, and Marnik Dekimpe, «Do Promotion Benefit Manufacturers, Retailers, or Both?» Management Science , vol. 50, no. 5 (May), pp. 617—629.

535

F. Kent Mitchel, «Advertising/Promotion Budgets: How Did We Get Here, and What Do We Do Now?» Journal of Consumer Marketing (Fall 1985): 405—447.

536

Модель постановки целей стимулирования сбыта приведена в работе: David B. Jones, «Setting Promotional Goals: A Communication Relationship Model», Journal of Consumer Marketing 11, no. 1 (1994): 38—49.

537

John C. Totten and Martin P. Block, Analyzing Sales Promotion: Text and Cases , 2d ed. (Chicago: Dartnell, 1994), pp. 69—70.

538

Paul W. Farris and Kusum L. Ailawadi, «Retail Power: Monster or Mouse?» Journal of Retailing (Winter 1992): 351—369.

539

Joe A. Dodson, Alice M. Tybout and Brian Sternthal, «Impact of Deals and Deal Retraction on Brand Switching», Journal of Marketing Research (February 1978): 72—81.

540

Philip Kotler, «Atmospherics as a Marketing Tool», Journal of Retailing (Winter 1973—1974): 48—64.

541

Dean Foust, «Coke: Wooing the TiVo Generation», BusinessWeek, March 1, 2004, pp. 77—78.

542

Monte Burke, «X-treme Economics», Forbes , February 2, 2004, pp. 42—44.

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Мы предлагаем вам воспользоваться работой: Association of National Advertisers, Event Marketing: A Management Guide . Она размещена на сайте: www.ana.net/bookstore.

544

Ian Mount, «Exploding the Myths of Stadium Naming», Business 2.0, April 2002, p. 82.

545

Dwight W. Catherwood and Richard L. Van Kirk, The Complete Guide to Special Event Management (New York: John Wiley, 1992).