Кевин Келлер - Маркетинг менеджмент. Экспресс-курс

180

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181

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182

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183

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184

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185

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186

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187

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188

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189

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190

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191

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192

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193

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194

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195

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196

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197

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198

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199

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200

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201

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202

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203

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204

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205

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206

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207

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208

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209

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210

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211

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212

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213

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214

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215

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216

Robert Blattberg and John Deighton, «Interactive Marketing: Exploiting the Age of Add-ressibility», Sloan Management Review 33, no.1 (1991): 5–14.

217

Kris Maher, «Career Journal – Help Wanted: Marketing Director with Golden Touch», Wall Street Journal , June 11, 2002, p. B10; Paul Davidson, «Entrepreneurs Reap Riches from Net Niches», USA Today , April 20, 1998, p. B3 ( www. ostrichesonline.com ).

218

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219

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220

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221

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222

James C. Anderson and James A. Narus, «Capturing the Value of Supplementary Services», Harvard Business Review (January–February 1995): 75—83.

223

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224

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225

Kate Kane, «It’s a Small World», Working Woman , October 1997, p. 22.

226

Другой ведущий поставщик геодемографических данных – Cluster Plus (Strategic Mapping).

227

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228

Sarah Allison and Carlos Tejada, «Mr., Mrs., Meet Mr. Clean», Wall Street Journal , January 30, 2003, pp. B1, B3.

229

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230

Aixa Pascual, «Lowe’s Is Sprucing Up Its House», BusinessWeek, June 3, 2002, pp. 56—57; Pamela Sebastian Ridge, «Tool Sellers Tap Their Feminine Side», Wall Street Journal , June 16, 2002, p. B1.

231

Gregory L. White and Shirley Leunig, «Middle Market Shrinks as Americans Migrate toward the Higher End», Wall Street Journal , March 29, 2002, pp. A1, A8.

232

Andrew E. Serwer, «42,496 Secrets Bared», Fortune , January 24, 1994, pp. 13—14; Kenneth Labich, «Class in America», Fortune , February 7, 1994, pp. 114—126.

233

Leah Rickard, «Gerber Trots Out New Ads Backing Toddler Food Line», Advertising Age , April 11, 1994, pp. 1, 48.

234

Pam Danziger, «Getting More for V-Day», Brandweek , February 9, 2004, p. 19.

235

Allana Sullivan, «Mobil Bets Drivers Pick Cappuccino over Parties», Wall Street Journal , January 30, 1995.

236

Эта классификация представляет собой адаптированный вариант системы, опубликованной в: George H. Brown, «Brand Loyalty – Fact or Fiction?», Advertising Age , June 1952–January 1953. См. также: Peter E. Rossi, R. McCulloch, and G. Allenby, «The Value of Purchase History Data in Target Marketing», Marketing Science 15, no. 4 (1996): 321—340.